SENIOR doctors have spoken of their concern for British Asian patients after the government decided to reconsider NHS health checks last Friday (16).
The checks are currently offered to UK patients aged between 40 and 74 to spot the early signs of life-threatening conditions such as kidney and heart disease and Type 2 diabetes.
However, the Department of Health and Social Care said the scheme pays little attention to people’s individual risks or needs.
Now the government is set to review the personalised health checks, with promises to introduce online checks and more “targeted” advice.
According to ministers, the latest review will focus on offering personalised interventions based on factors such as age, where people live and their DNA.
Health secretary Matt Hancock said the review would be an “important step” to move away from the “one-size-fits-all approach of the past”.
“(The review will help) us to find data-led, evidenced-based ways to support people to spot, manage and prevent risks to their health through targeted intervention,” Hancock said.
Speaking to Eastern Eye on Monday (19), Professor Mayur Lakhani welcomed the review,
but admitted he worried about how the changes could affect Asian patients.
Lakhani, who is the president of the Royal College of General Practitioners (RCGP), said he was particularly concerned about the notion of introducing online checks.
“Some Asian patients have language barriers and they also have lower usage of the internet, so inadvertently this could lead to inequalities,” he said.
Lakhani, who chaired the health secretary’s inquiry into primary care access for BAME patients in 2007, noted the importance of health care for Asian patients, referring to increased risks of heart problems and diabetes. If the care was primarily online, he worried that it could create a “two-tiered system”.
Although he stressed he did not believe that was the review’s intention, he hoped there would be further moves made to ensure some patients were not excluded.
“Let (patients) have a voice in this issue and for the review,” Lakhani said. “If British Asians experts or patient groups could be represented, then I think that would make it much more positive.”
In response to the news, the honorary vice-president of the British Medical Association (BMA), Dr Kailash Chand, revealed his cynicism relating to the health checks.
“Politicians love the idea because the thought of doing something ‘good’ has populist appeal, but most or all doctors believe that these ‘health checks’ are scientifically flawed while also being a bad idea,” Dr Chand told Eastern Eye.
“My experience of 30 years in general practice tells me you always find something
‘false positive’ or a ‘false negative’ that you can’t explain – then you do more tests.” He added: “An individual may end up with diagnoses of diseases or risk factors which wouldn’t have caused any symptoms in his lifetime. The screening results in over-diagnosis, over-treatment, benefiting pharmaceutical and insurance companies and not patients at all.”
Stressing his belief that “prevention is better than a cure”, Dr Chand suggested that funding be delegated to local initiatives which could make a difference.
“Asians who have lot more prevalence of diabetes and heart diseases could benefit from tailored lifestyle advice and access to local services, such as stop smoking services, and/or clinical management to help them reduce their heart disease and diabetes risk,” he said.
In response to Eastern Eye, the BMA GP committee chair, Dr Richard Vautrey, said the trade union welcomed the review.
However, he stressed that the government had to ensure that any future preventative care plans were tailored so that those population groups who were at most risk of preventable ill health got the care they needed as a priority.
Dr Vautrey added: “If the responsibility to carry out more advanced health checks lies within general practice, which we believe it should be, then the government must ensure that the appropriate resources and investment is in place so GPs can effectively oversee the delivery of this care.”
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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