A new NHS England survey has revealed that a significant number of south Asians, 64% to be precise, are experiencing mental health concerns. Among those surveyed, 42% reported experiencing depression, while 29% faced generalised anxiety disorder.
The silver lining, however, is that 65% of those who sought professional help for anxiety or depression reported an improvement in their mental health.
In response to these findings, NHS England is actively promoting its Talking Therapies services.
These services offer effective and confidential treatments for various mental health issues, including depression, anxiety, panic attacks, social anxiety, post-traumatic stress, and more. These therapies are available online, over the phone, or in person and are free of charge, a press release by the NHS said.
Addressing mental health can be challenging, especially in discussing it with family and friends, a concern that is particularly acute among men in the south Asian community.
Ummar Sadique, a Cognitive Behavioural Therapist, emphasises the cultural barriers that often prevent men from seeking help. He advocates for the use of Talking Therapies as a confidential space to open up about mental health issues.
Ummar Sadique, a Cognitive Behavioural Therapist
He said, “As an NHS accredited Talking Therapist, I notice that men from the community are far less likely to seek help from therapy than women are. I think it’s an ingrained part of our culture, but it’s something I’d really like to see changing.
“With Talking Therapies you have the opportunity to talk to someone completely independent, and in confidence, so you don’t have to be embarrassed about opening up. There are more people using the service than you may think.
“As a community we need to start seeing mental health as an essential part of our overall health. You’d go to see a doctor or a specialist if you had stomach pains, for example, and it shouldn’t be any different if your mental health is suffering.”
Harmeet, who has used cognitive behavioural therapy (CBT) through NHS Talking Therapies, shared her positive experience: “Talking Therapies helped pull me out of the dark hole I found myself in. My mental health is better than ever before.”
Harmeet, who has used cognitive behavioural therapy (CBT) through NHS Talking Therapies
The poll also highlighted a lack of awareness, with 56% of south Asians unaware that self-referral to NHS Talking Therapies for anxiety and depression treatment is possible.
The NHS stresses that these services are available to anyone over 18 registered with a GP, regardless of whether they have a diagnosed mental health problem. Multilingual therapists or confidential interpreters can provide therapy for non-English speakers.
Kiran Bal, an HICBT Therapist, encourages those struggling with depression or anxiety to consider NHS Talking Therapies. Bal highlights the tailored, evidence-based treatments offered and the ease of access to the service, either through self-referral or GP referral.
“If you think you may be struggling with depression or anxiety, NHS Talking Therapies may be able to help, it’s a free and confidential service. Talking therapies is tailored to your specific needs, and you can either refer yourself to the service or discuss it with your GP first – whichever feels more comfortable for you. As therapists, we are specifically trained in offering evidence-based treatment to support people with their mental health difficulties, and I have seen first-hand the benefits of this service for many of my patients.”
NHS Talking Therapies cover a range of mental health issues, from anxiety and depression to stress, phobias, worry, social anxiety and more.
The recent survey, conducted by Censuswide among 2008 consumers in England, including 252 from the south Asian community, underscores the need for greater awareness and utilisation of these valuable mental health resources.
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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