QUESTION: Should I stick to my culture or follow somebody else’s culture?
Sadhguru: First, you need to understand that what somebody did yesterday is today’s culture and the mess you create today is tomorrow’s culture. Cultures were not engineered towards a purpose. It generally happened according to the requirements of the land and the time and the situation that existed at that period.
Don’t choose any cultures. Act intelligently in your life, without identifying with any culture. Every culture has something to offer. If you have chosen to take your life in a particular direction, a certain type of culture is advantageous. If your life is all about enjoying the external of life, turn to the West. If your life is about knowing the inner dimensions, then turn East.
So, the choice is not about which culture. The choice is about what it is that you want to do with your life. What is suitable for your search and your longing, you arrange your life intelligently around that. If you have chosen to walk the spiritual path, then you need to create a certain type of culture. Wherever there was genuine spiritual process, uncannily you will see, generally they developed a similar kind of culture everywhere in the world, unconnected. If there was a realised leader being anywhere and he spoke about how to be, you will see it is almost word by word, the same. But, over a period of time, those things get distorted, and influenced by the local cultures and organised forms of religion.
At one time, the whole subcontinent had a culture like how we are trying to create in Isha: a wellbalanced state of chaos and order. It is very difficult to manage these two things at the same time. If we want to make everything orderly, it is very easy. Everything will work properly, but the spirit will die. If you make it very chaotic, people will become very spirited, but things will collapse. Once things collapse, people also fall apart.
When we say a rollercoaster, people usually think it is a wild thing. Not true. A rollercoaster is more controlled than your car. If you drive your car, it may go off here and there a little bit. Any moment, you can go off the road and back on the road. A rollercoaster is fixed on its rails 100 per cent, it’s always on the track, never going off for a moment. Perfect order, but in experience, on the surface, it is total disorder. Only people who are sitting in it think
it is a wild thing. People who are managing it think it is a perfect machine, in proper order. It never goes off the track.
Spiritual culture is always like a rollercoaster. One part of it is perfectly on rails, always. The rest of it is going wild. It looks like you don’t want to have anything to do with it because it is so crazy. At the same time, another part of it, the bottom line is fixed so perfectly well, that it never goes off the track. It takes a steady stomach to take that ride. If you don’t have a stable stomach, you cannot even sit in it. So if you bring this culture into yourself, whether it is a footwear or a crown, you handle it with the same care, with the same concern. Whether it is an ant or an elephant, you treat it with the same concern. Whether somebody is a king or a beggar, you treat them the same way within yourself. If you learn to do the simple tasks of your life and the most important tasks of your life with the same involvement, if you don’t make a distinction, something that is dear to you and not dear to you, that is a conducive culture for a spiritual seeker. No other culture is good for you.
Ranked among the 50 most influential people in India, Sadhguru is a yogi, mystic, visionary and bestselling author. He was honoured with the Padma Vibhushan, India’s highest civilian award, in 2017, for exceptional and distinguished service.
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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