The very basis of a spiritual process is to explore the possibilities and go beyond the limitations of the body, says Sadhguru
By Eastern EyeAug 05, 2023
THE very fundamentals of spiritual longing are to transcend the limitations of the physical. The most intimate part of physical creation for an individual being is their own body. So the very basis of a spiritual process is to explore the possibilities and go beyond the limitations of the body.
The physical body is designed in such a way that it functions by itself without much of your participation. You don’t have to breathe, you don’t have to make the heart beat or make the liver do all its complex chemistry. Everything that is needed for the physical process to happen, for your physical existence to manifest itself in a proper way, is happening by itself. The physical body is a very self-contained and quite a complete instrument. If you keep it well, you may go through your whole life without ever having a spiritual longing because it is so complete by itself in its own nature. Every little thing you explore in this body is quite incredible. If you are fascinated by gadgets, there is no better gadget.
It takes a certain amount of intelligence and awareness for a person to see the limitations of the fantastic gadget this body is. Gadgetry is fine, the sophistication of mechanism is fine, but still it does not take you anywhere. It just springs out of the earth and gets you back to earth. Isn’t it enough? If you look at it from the perspective of the body, it is quite enough. But a dimension beyond the physical somehow got trapped in this physical. Somehow it was infused into this physical, without which there is no life.
Life is one thing, but the source of life is another thing. In every creature, in every plant, seed, animal, bird and worm, the source of life is functioning. It is just that in a human being, it is functioning with a little more presence. Because of that, all the troubles started. We had to devise these “impossible” yogas. Suddenly, all the simple things or even the wonderful things that the physical offers somehow become irrelevant. Because the fragrance of that which is the source of creation is such that once you get a whiff of it, the fragrance of the physical does not appeal anymore.
If you go by the ways of the body, it knows only self-preservation and procreation. It is incapable of anything else. These are the only two aspects of the body. If you go by the dimension beyond the physical, there is the longing to become boundless. Unfortunately, most of the time, trying to find physical expression to this longing to become boundless leads a man into all kinds of insatiable activity. Do you see? Your body is aching; “enough”
it says, but no, you must go to the top of the mountain and come down, because you always want to be a little more than who you are all the time. This longing is not seeking for
a little more. It is seeking for an ultimate expansion.
Once you get deeply identified with the physical, then these two fundamental forces – the instinct of self-preservation and the longing to become boundless, one which helps you to root yourself well on this planet and another which is supposed to take you beyond – instead of working in collaboration, they unfortunately become a conflict. All the struggles of humanity in terms of “Should I be spiritual or materialistic” are just coming from this ignorance.
Because of this one aspect, a human being is in constant turmoil, in constant struggle between the physical and that which is beyond the physical. This is the only thing which is setting him apart. This is the only thing that puts him in contradiction with the physical. Though he is also physical, though he also has the compulsiveness of the physical, he has the consciousness of not being physical.
All of yoga, every kind of spirituality that you can find, became necessary because of the seeming conflict between the physical and that which belongs to a dimension beyond the physical. I would not really call it a conflict. If one is identified with the physical, then there seems to be a conflict between these two fundamental forces, which make a human being what he is right now. But if one has the necessary awareness to separate the
two, then there is no conflict.
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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