IF YOU look at yourself as a machine, you have brains, you have body, you have everything.
What you call as ‘grace’ is the lubrication. Without the lubrication, you have a great engine, but you get stuck at every point. Any number of people like this are there on the planet – they are intelligent, they are capable, but at every corner in their life they get stuck because there is no lubrication. Whatever is considered as ‘grace,’ seems to pervade some people’s lives, and for somebody else, everything is a struggle.
To become receptive to this ‘grace’, so that the process of life becomes graceful, the easiest way would be devotion. But the mind is very cunning; it cannot devote itself to anybody or anything. You can sing songs of devotion, but you have your own calculation, ‘All that is okay, but what has God done for me?’ Calculating minds cannot be devout. Trying to be devout will just be a waste of time, and life. I hear any amount of so-called devotional songs and music. This is too calculated;
there is no devotion in it.
A devotee is not somebody’s devotee; devotion is a quality. Devotion means a certain single-pointedness – you are constantly focused towards one thing. Once a person has become like this that his thought, emotion, and everything has become in one direction, now ‘grace’ will naturally happen to that person; he becomes receptive. What you are devoted to, whom you are devoted to is not the issue. ‘No, I want to be a devotee, but I have a doubt whether God exists or not.’ These are all the predicaments of a thinking mind.
What you need to know is, God does not exist. But where there is a devotee, God exists.
The power of devotion is such that it can create the Creator. The depth of what we refer to as devotion is such that even if God is not existent, it can bring it into existence.
Thinking minds always have an allergy to devotion because devotees have made such fools of themselves. This is simply because fear is passing off as devotion.
With a lot of people, extreme deviousness is passing off as devotion right now. If one knows the joy of devotion, it is truly for the intelligent, not for the stupid because without devotion there is no profundity to your life. Nothing is worthwhile if you analyse it with your thought. The whole existence, you yourself, nobody in the world is worth anything if you just cut it down with the knife of your intellect.
Only when devotion arises, depth comes into one’s life. Devotion does not mean going to the temple and doing ‘Ram, Ram.’
Anybody who is one-pointed, anybody who can absolutely give himself to whatever he is doing is a natural devotee. He need not have a deity to become a devotee – he is a devotee. God will happen. It is not because there is God, devotion has come. Because there is devotion, God has happened.
Just knowing devotion as an emotional experience is one thing.
Knowing devotion as an overpowering dimension of life is a different thing. Knowing devotion just as an emotion maybe makes your life a little sweet; but devotion is not intended to make your life sweet; devotion is intended to completely demolish you the way you are. Just becoming a little better, that is not the intention of the devotion; devotion means dissolution. The root word for ‘devotion’ is ‘dissolve.’ Only one who is willing to dissolve himself can be a true devotee.
Ranked among the fifty most influential people in India, Sadhguru is a yogi, mystic, visionary and bestselling author. Sadhguru was conferred the “Padma Vibhushan”, the Indian government’s highest annual 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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