A GOOD night’s sleep is essential to healthy living and especially for those in lockdown, but it’s not always easy if there is someone who snores in the household.
With around 50 per cent of people snoring at some point in their lives, two thirds of British people blame their partners for their sleepless nights and it has also caused relationships to break down. Snoring also becomes more common as you age, and there is a tendency for snoring to run in families.
According to the American Academy of Sleep Medicine, snoring is more common in men because they have narrower air passages, but many women snore too and most will find it too embarrassing to talk about. It doesn’t just affect the other person forced to listen to the loud sleeping noises, but the irregular breathing associated with it means it can affect the snorer. There are cases where someone snoring can wake themselves up, with the noise.
Not doing something about snoring is a mistake because it can be due to a serious health problem and something curable doesn’t need to be the cause of a relationship breaking down.
With that in mind, Eastern Eye presents a guide to understanding what snoring is and how it can be tackled.
What is snoring?
Snoring happens when the air you breathe in through your nose or mouth makes the tissues of your throat vibrate, causing noisy and often relentless irritating sounds, which can vary from soft to extremely loud. It can occur during any stage of your sleep and be a sign of an underlying health condition like sleep apnoea (blocked airways), structural issue with the throat, mouth or nose, being overweight or sleep deprivation. Snoring can be the result of eating or drinking heavily close to bedtime or sleeping in an inappropriate position, such as on your back.
What can be done?
See a doctor: The first port of call should always be to see your doctor, to rule out any underlying medical conditions. There is no need to be embarrassed about it, as it’s essential to be completely honest to get the best possible advice from the trained medical practitioner. The solution could be as simple as nasal spray to correcting a deviated septum through surgery.
Acupuncture: A course of acupuncture can help dilate blood vessels, allowing oxygen and nutrients to flow in and nourish the nostril tissue. This helps reduce congestion and clears the airways, which can often solve snoring. Plus, you get a whole load of other benefits like boosted energy levels, more interest in sex and life in general, owing to lowered stress levels and better circulation.
Lose excess weight: Shedding extra pounds can help reduce tissue in the throat that may be contributing to snoring. It is advisable to seek help from a nutritionist or a doctor, but you can also lose weight by controlling your portion sizes, exercising and swapping high calories foods with healthier options.
Sleep on your side: A simple change of sleep posture can also make a big difference. Sleeping on your side can help air to flow more freely, as laying on your back can sometimes make your tongue move to the back of your throat, which could be the cause of a blocked airflow.
Less alcohol: Avoid alcohol or limit it before sleeping. Alcohol can cause your throat muscles to relax, which increases the chances of snoring. So avoiding alcohol for a few hours before sleep is another way to cut down snoring.
Stop the cigarettes: Smoking is not only an unhealthy habit, but it can exacerbate snoring. There are many therapies that are available now to help smoking cessation and on the whole enhance general wellbeing.
Get rest: Sleep deprivation and snoring often go hand in hand. The less hours you sleep, the more likely you are to snore. So establishing good sleeping patterns can help the overall quality of your rest. Try a bedtime routine and aim for seven to eight hours of sleep a night. You should ideally wake up feeling fresh.
Check your pillows: When was the last time you replaced your pillows? Dust mites can accumulate in pillows and cause allergic reactions that may trigger snoring. Adorable as they are, pet hair can also irritate the airways. So stay on top of taking care of your pillows and bedding.
Drink plenty of water: When you are dehydrated, the secretions in your nose and throat become stickier, which can amplify snoring. Try drinking two litres of water daily to keep these tissues healthy and for better general wellbeing too.
Keep your bedroom moist: Heating can create dry air in your bedroom and while it may not be the primary trigger of your snoring, it will most certainly magnify it. You can try using a humidifier or placing a bowl of water over a radiator or bedside cabinet to keep the air in the room moist. Your lungs and throat love moisture because lubrication enables easier noise free breathing.
Track your snoring cycle: If your snoring is not driving anyone mad because you sleep alone, how do you know if you are snoring? The good news is, you can now track it on apps, just like you can track sleep. Trackers on the market currently measure the sound of your snores and the impact on your sleep quality, and this can motivate you to make a positive change.
Visit a pharmacy: Your local pharmacists will be able to suggest some simple solutions to snoring, which includes nasal strips for the bridge of the nose and sprays to help make breathing easier during the night. Many over-the-counter products like these have been known to work in different ways to help eliminate the problem.
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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