THE mayor of Newham has criticised the government’s plan to pay people £13 a day to self-isolate, claiming the money offered is “insufficient”.
The comments come after weeks of criticism regarding the NHS Test and Trace programme, a key part of the government’s Covid-19 recovery strategy since the initial outbreak in March. Any individuals who have symptoms are being asked to self-isolate at home for 14 days, along with anyone else they have been in close contact with.
However, some have argued that the plan will fail as low-paid workers will not want to isolate for two weeks and potentially lose pay. In response, health secretary Matt Hancock recently unveiled plans to pay £13 per day to people on low income to self-isolate, in areas which are known to be coronavirus hotspots.
However, Newham mayor Rokhsana Fiaz argued that the money being offered was “insufficient” and expressed concern about the government strategy. “Along with leaders from Camden and Hackney, I have signed a joint letter to the chancellor (Rishi Sunak) calling on him to increase the amount of money received for those individuals
that are being required to isolate,” she told Eastern Eye last Thursday (3). “In a place like Newham, job security is important as is ensuring the consistent receiving of income for household costs. It is really concerning.”
Although Newham is not known as a Covid-19 hotspot, and therefore residents will not receive money if they need to isolate, the east London borough is currently one of two locations in the country where the NHS Test and Trace app is being piloted.
After it was launched on August 21, more than 300,000 Newham residents received a letter, text message or email encouraging them to download it. Local businesses have also been urged to download and display unique QR check-in posters, to help halt the spread of Covid-19.
However, Fiaz said she was aware that some individuals may not wish to engage with the app in fear of losing pay if they are required to self-isolate. As the government will only pay £13 for residents in Covid-19 hotspots areas, Fiaz emphasised not wanting Newham to be in that position before residents feel financially secure.
“We don’t want to wait until we have a local outbreak hotspot scenario before (the government plan) kicks in,” the Labour politician said. “We should have the incentive, and that financial comfort for those areas particularly in Newham, where we have a high population of ethnic minorities and could have issues of poverty and inequality leading to a disproportionate impact.”
Fiaz was also keen to rid what she said was the stigma of testing, which she believed could make individuals reluctant to pursue it. According to her, communities across London are fearful of testing “because people don’t want to know (they have Covid-19)”.
“It’s a similar sort of behaviour that characterises some sexually transmitted disease types, where public health teams have had to really diminish the stigma associated and to provide that reassurance,” she explained. “There’s a really important additional area of work that we’ve still got to do.”
Asked if any specific concerns regarding the app had been raised by ethnic minority communities, Fiaz said there was some apprehension relating to data protection and privacy. “Once people are talked through the features of the technology that protects that privacy, they feel [their fears have been] alleviated,” she said, noting the council has been proactively requesting feedback from residents.
Fiaz said she was keen for Newham to be part of the trial so the borough could contribute “important insights” to the government and the NHS prior to the nationwide launch of the app. “We decided to early adopt the app so that we can assess it on behalf of the rest of London and the country, and provide valuable feedback so that it’s the best it can be before it is rolled out across the nation,” she explained. “If we show the app works here, then it will work anywhere, and that’s important for the safety of all Londoners as well as the capital’s economy.”
Last Thursday, Fiaz and London mayor Sadiq Khan promoted the app during a visit to Newham’s walk-in coronavirus test centre in East Ham. The app is available in languages including Urdu, Punjabi, Bangla and Gujarati. Officials have said more languages are due to be added.
Jay's grandma’s popcorn from Gujarat is now selling out everywhere.
Ditched the influencer route and began posting hilarious videos online.
Available in Sweet Chai and Spicy Masala, all vegan and gluten-free
Jayspent 18 months on a list. Thousands of names. Influencers with follower counts that looked like phone numbers. He was going to launch his grandmother's popcorn the right way: send free bags, wait for posts, pray for traction. That's the playbook, right? That's what you do when you're a nobody selling something nobody asked for.
Then one interaction made him snap. The entitlement. The self-importance. The way some food blogger treated his family's recipe like a favour they were doing him. He looked at his spreadsheet. Closed it. Picked up his phone and decided to burn it all down.
Now he makes videos mocking the same people he was going to beg for help. Influencers weeping over the wrong luxury car. Creators demanding payment for chewing food on camera. Someone having a breakdown about ice cubes. And guess what? The internet ate it up. His popcorn keeps selling out. And from Gujarat, his grandmother's 60-year-old recipe is now moving units because her grandson got mad enough to be funny about it.
Jay’s grandma’s popcorn from Gujarat is now selling out everywhere Instagram/daadisnacks
The kitchen story
Daadi means grandmother in Hindi. Jay's daadi came to America from Gujarat decades ago. Every weekend, she made popcorn with the spices she grew up with, including cardamom, cinnamon, and chilli mixes. It was her way of keeping home close while living somewhere that didn't taste like it.
Jay wanted that in stores. Wanted brown faces in the snack aisle. It didn’t happen overnight. It took a couple of years to get from a family recipe to something they could actually sell. Everyone pitched in, including his grandmom, uncle, mum. The spices come from small local farmers. There are just two flavours for now, Sweet Chai and Spicy Masala. It’s all vegan and gluten-free, packed in bright bags that instantly feel South Asian.
The videos don't look like marketing. They look like someone venting at 11 PM after scrolling too long. He nails the nasal influencer voice. The fake sympathy. “I can’t believe this,” he says in that exaggerated influencer tone, “they gave me the cheaper car, only eighty grand instead of one-twenty.” That clip alone blew up, pulling in close to nine million views.
Most people don't know they're watching a snack brand. They think it's social commentary. Jay never calls himself an influencer. He says he’s a creator, period. There’s a difference, and he makes sure people know it. His TikTok has around three hundred thousand followers, Instagram about half that. The comments read like a sigh of relief, people fed up with fake polish, finally hearing someone say what everyone else was thinking.
This fits into something called deinfluencing; people pushing back against the buy-everything-trust-nobody cycle. But Jay's version has teeth. He's naming names, calling out the economics. Big venture money flows to chains with good lighting. Family businesses with actual stories get ignored because their content isn't slick enough.
Jay watched his New York neighbourhood change. Chains moved in. Influencers posted about places that had funding and were aesthetic. The old spots, the family ones, got left behind. His videos are about that gap. The erosion of local culture by money and aesthetics.
"Big chains and VC-funded businesses are promoted at the expense of local ones," he said. His content doesn't just roast influencers. It promotes other small food makers who can't afford to play the game. He positions Daadi as a defender of something real against something plastic.
And it's working. Not just philosophically. Financially. The videos drive traffic. People click through, try the popcorn, come back. The company can't keep stock. That's the proof.
Daadi popcorn features authentic Gujarat flavours like Sweet Chai and Spicy Masala, all vegan and gluten-free Daadi Snacks
The blowback
People unfollow because they think he's too harsh. Jay's take: "I would argue I need to be meaner."
In May, he posted that he's not chasing content creation money like most people at his follower count. "I post to speak my mind and help my family's snack biz." That's a different model. Most brands pay influencers to make everything look perfect. They chase viral polish, and Jay does the opposite. In fact, he weaponises rawness and treats criticism like a product feature.
The internet mostly backs him. Reddit threads light up with support. One commenter was "toxic influencers choking on their matcha lattes searching their Balenciaga bags." Another: "Influencers are boring and unoriginal and can get bent." The anger is shared. Jay simply gave it a microphone and a snack to buy.
Jay's success says something about where things are going. People are done with curated perfection. They can smell the artificiality now. They respond to brands that feel like humans rather than committees. Daadi doesn't sell aspiration. Doesn't sell a lifestyle. Sells popcorn and a point of view.
The quality matters, including the spices, the sourcing, and the family behind it. But the edge matters too. He’s not afraid to say what most brands tiptoe around. “We just show who we are,” Jay says. “No pretending, no gloss. People can feel that and that’s when they reach for the popcorn.”
Most small businesses can't afford to play the traditional game. Can't pay influencers. Can't hire agencies. Can't fake their way into feeds. Maybe they don't need to. Maybe honesty and humour can cut through if they're sharp enough. If the product backs it up. If the story is real and the person telling it isn't trying to sound like a PR script.
This started with a list Jay didn't use. The business took off the moment he stopped trying to play by the usual rules and started speaking his mind. Turns out, honesty sells. And yes, the popcorn really does taste good.
Daadi Snacks merch dropInstagram/daadisnacks
The question is whether this scales. Whether other small businesses watch this and realise they don't need to beg for attention from people who don't care. Right now, Daadi keeps selling out. People keep watching. The grandmother's recipe that was supposed to need influencer approval is doing fine without it. Better than fine. Turns out the most effective marketing strategy might just be giving a damn and not being afraid to show it.
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