THERE has been a lot of talk about nepotism doing damage to acting industry outsiders and on mental health after the tragic suicide of Bollywood star Sushant Singh Rajput.
As Sushant started off on television, many small screen stars have been joining the nepotism debate. Here is what some of them had to say.
Shashank Vyas: Nepotism exists, and it’s a normal human behaviour. But if you are taking away someone else’s work, that’s not right. There are many star kids who couldn’t get work after their first two-three films, because it’s the audience who decides an actor’s future. At the same time, there are stars like Shah Rukh Khan, Ayushmann Khurrana, Rajkummar Rao and Kangana Ranaut, who were outsiders, but made their way up. It’s a business. If I am not able to perform and not giving business to my producers, they will not work with me. People need to understand it’s a hard-core business. There are no relationships here.
Vijayendra Kumeria: Nepotism exists everywhere. Getting good work in films might be difficult for a person who does not have a film background. But if we talk about TV, I have never experienced nepotism here. I think the TV industry is open to anyone talented. But, I have come across some film casting-directors, who look down on TV actors.
Arun Mandola: Nepotism is everywhere! I think after Sushant Singh Rajput’s death, people have started talking more about it. It’s ok to ignore someone, but not ok if you try to destroy someone. Sometimes people try putting you under tremendous pressure, so you leave a project. All those who are talking about nepotism are also equally responsible. It needs to leave the industry for good and will only happen if the audience supports new talent.
Khusbhoo Kamal: Nepotism exists, and that’s how it has always been. One will definitely want their family to carry forward their legacy. People who belong to the industry will obviously be first choice. We outsiders also get the opportunity based on talent, but yes, our struggles are more if compared to those who belong to the industry. But look at actors like Rajkummar Rao, Pankaj Tripathi and Manoj Bajpayee; they were talented and made a name for themselves although they were outsiders.
Bhoomika Mirchandani: Nepotism is everywhere and the industry is getting highlighted because people see us more. Instead of talking about others and their success, I think people need to focus on their work and success. We should take nepotism very lightly.
Pranitaa Pandit: Nepotism exists everywhere and it is deep rooted in society. People are blaming Bollywood, but it has existed in business families for generations. I don’t think there is anything wrong with it because everyone has worked really hard to be where they are and it’s absolutely fair to pass it on to their next generation. Bollywood is such a skill-based industry that skill and hard work will make you shine, and no one can stop you from doing so. It’s not fair to target someone. I have not lost any role because of nepotism and have never experienced it. I came from Delhi. Balaji Telefilms and Ekta (Kapoor) ma’am gave me a break and today, I have settled in Mumbai, all thanks to her.
Aniruddh Dave: Nepotism has existed since the beginning of time. Everyone wants their next generation to excel in the same field as them. It exists in the corporate world too, even in politics and sports. I think this word is being overly used for Bollywood. People who don’t have a filmy background should make their passion and dreams their background. In this industry, only talent sells. If you are talented, you will make it big, but you need to have patience. If you have a godfather, you may be launched easily, but what after that? People need to talk less about nepotism and more about real talent.
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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