NARENDRA KUMAR’S CATWALK SHOW IS HIGHLIGHT OF LAKME FASHION WEEK.
THE recent Lakmé Fashion Week Winter/Festive 2018 show in Mumbai had the usual high-profile designers, eye-catching outfits, top trends and A-list celebrities like Kareena Kapoor
Khan lighting up the stylish five-day spectacular.
But one designer that did something decidedly different was Narendra Kumar with his interesting-titled catwalk show Never Hyde, which was a bold and beautiful celebration of
the plus-sized woman.
He teamed up with the large clothing brand aLL-The Plus Size Store for the aLLPrimero x show, which aimed to empower men and women of all sizes. The grand offering
celebrating plus-sized fashionistas had trendy outfits for all shapes, sizes and body types. The outfits for all occasions were colourful and encouraged those wearing them to never hide or conform to other’s ideas on their figures, along with feeling confident in their own skin.
The ace designer drafted in nearly 30 newcomers to model the various creations. These included Bollywood actress Shikha Talsania, who was last seen delivering a winning turn in hit film Veere Di Wedding, as the showstopper for the show.
The bubbly star exuded confidence, and later said: “I love fashion, but like all curvy people,
I hated shopping. For me, aLL Primero X Narendra Kumar isn’t just about size inclusive
clothing but empowerment because of the confidence these clothes instil in me. It was a great experience walking the ramp!
“Narendra is an amazing designer; his silhouettes and designs flatter my curves and also make me feel comfortable.”
The plus-sized models, both male and female, walked down the ramp for a collection that was a real representation of a more democratic fashion estate and one that broke norms.
The line filled with vibrant shades, whimsical prints and eccentric silhouettes included dresses, jumpsuits, hoodies, pant suits, blouses, leisure wear, zippered wide collar blouses, bomber and denim jackets, jeans, tops, shirts, trousers, blazers and printed T-shirts with photos of iconic curvy women from past eras.
With the designer collection, Kumar helped bust popular fashion myths and explained the Never Hyde show was based around this concept about plus-sized people leading dual lives, where they have a certain character but also must conform to what society thinks they should be doing, including slimming themselves down.
The concept of Never Hyde took its title from Dr Jekyll and Mr Hyde. “The collection is contemporary and modern. I have not designed it from the perspective of: ‘Oh this is for plus-sized people, so I need to make plus-size appropriate clothing’. This is to move away from the idea that plus-size is a different world,” said Kumar.
The designer thinks the fashion world is finally getting more real with colour, size and many other different things. Runways around the world at high-profile fashion have been embracing the new democratic fashion trend, but this particular collection looks likely to inspire Indian designers to also follow suit.
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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