SADHGURU: Like many other rivers around the world, India’s rivers – which have always been given a position of sanctity in the culture – have become polluted bodies of water.
But this is not an insurmountable problem. It can be addressed in a short period and with technologies that already exist. What is needed are stringent laws and the necessary determination to implement them. We do not have to go and clean the rivers; if we stop polluting them, they will clean themselves in one flood season.
Pollution in our rivers is either “point source” – such as industrial sewage, which enters the river in high volumes from a few specific locations – or “non-point source”, such as agricultural runoff, which can enter the river from thousands of locations along its course.
Agricultural runoff is harmful to rivers because of the use of chemicals for cultivation, which has unfortunately become the norm today. This can be rectified if farmers are supported to move to organic cultivation. This is not only good for the river; it is also good for the soil, the farmer’s income, public health, and environmental sustainability.
If our farmers are to get good yields and make a living out of agriculture, the soil does not need chemical inputs, it needs organic content. Soil will be healthy only if we can put leaves from the trees and animal waste back into it. To call soil as soil, it has to have a minimum of two per cent organic content. In many Indian states such as Punjab, Uttar Pradesh and Haryana, the organic content in the soil is 0.05 per cent. This is a sure recipe for the desertification of the land that has provided us with food for thousands of years.
Incentivising farmers to shift to organic cultivation is therefore not just a necessity for our rivers; it is also essential to ensure the long-term food security of the nation and the well-being of hundreds of millions of farmers.
Point source pollution is generally chemical and industrial waste from industries or domestic sewage from towns and cities.
One important aspect in towns and cities is that just as electricity, water, and gas are metered, sewage should be too, with households and industries paying according to the meter readings for sewage
Right now, the way chemical and industrial waste is handled in India is that the polluting industry itself is expected to clean its effluent before letting it out into the river. In effect, this just leads to many industries treating their effluent only when the inspectors are present.
When there is no one overseeing them, many industries release untreated effluent into the rivers. If we want this treatment process to be effective, it is important that effluent treatment itself be made into a lucrative business proposition. If your effluent is my business, I will not let you release your untreated waste into the river.
The government will only have to set the norm on the water quality being released into the river.
There is no such thing as waste. It is just earth we have turned into filth. It is our responsibility to put it back into the earth as earth. A time has come when we have to learn to use everything for our wellbeing. The necessary technologies are already readily available for use.
For example, a city like Mumbai generates 2,100 million litres of sewage a day. Most of it ends up in the sea, but if this is treated and used for micro-irrigation, it can water thousands of hectares of agriculture. Adding up sewage from 200 Indian cities and towns amounts to 36 billion litres which can micro-irrigate three to nine million hectares.
If India as a nation is serious about tackling river pollution, public-private partnerships need to be established and run sustainably and efficiently.
The way the roads in India have been developed in such a short span of time is a case in point to show that such initiatives are possible.
It is just that these aspects have not been prioritised. This doesn’t take decades to fix. With the technologies at hand, what is needed is intent and a commitment to execute.
I hope that in the next few crucial years, we will be able to significantly help our rivers regain their pristine image of mother-like characters who are capable of absorbing everyone’s impurities and offering them a clean, sustainable future.
Keeping our rivers pure is not just about our survival; such symbolism is essential to keep the human spirit and morale up.
Ranked among the 50 most influential people in India, Sadhguru is a yogi, mystic, visionary and a New York Times bestselling author. Sadhguru was conferred the Padma Vibhushan – the highest annual civilian award, accorded for exceptional and distinguished service – by the Indian government in 2017. He is also the founder of the world’s largest people’s movement, Conscious Planet – Save Soil, which has touched more than 3.9 billion people.
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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