SANGEETA PILLAI’S SOUL SUTRAS TACKLES CULTURAL TABOOS
by MITA MISTRY
THERE are negative aspects of social media, but it has also been a force for good by providing a space for women from diverse backgrounds to come together and connect with a common interest, including private forums.
One group that has been growing in popularity is Soul Sutras, which is a feminist network that tackles taboos within cultures head on.
Soul Sutras is the brainchild of London-based Sangeeta Pillai, who grew up in a Mumbai slum and used her experiences to create something that brings together women globally.
“I was the first girl in my (traditional) family from Kerala to ever have a job. I had to fight for everything – from the right to cut my hair short to not having an arranged marriage. Like so many other South Asian women, I grew up surrounded by shame and taboo – particularly, shame around my body, my sexual self, periods and the list was exhausting.
So I have experienced the damage that is done by taboos in our culture,” explained Sangeeta Pillai.
With Soul Sutras she wanted to create safe spaces for South Asian women to tell their stories, express their pain, connect with each other and explore common cultural identities, as well as tackle taboos.
“I wanted to create that space not just to tackle taboos around sex and sexuality, but around getting our periods, growing up, sexual harassment, mental health and much more. I’m hoping that young South Asian girls can see the work we do and no longer feel that sense of shame or taboo that I felt growing up.”
She has combined the Soul Sutras work with her award-winning Masala Podcast, live events and theatre project Masala Monologues.
The activist and writer, who has worked in the advertising space in India, Singapore and the UK, wants Soul Sutras to be a safe space for South Asian women to express themselves openly. “The magic happens when we open up, share and connect. We realise that we’re all fighting similar battles, that we all feel alone, but we’re really not. Once we start sharing our stories, the sense of sisterhood and support we get from each other is everything.”
Sangeeta believes South Asian women need an even louder voice because cultural demands have kept them quiet for too long and programmed them to not question anything. She says this has brought untold suffering and intergenerational trauma.
“We need to give ourselves space to tell our stories; stories about our lives, told from our unique cultural point of view. There have been no spaces for South Asian women to talk about taboos like sex, sexuality, periods or mental health openly. Certainly not in the culture we come from nor in modern British or American cultures where we’re either seen as asexual creatures or fetishised. Now’s the time to change that, with so many international movements like Me Too changing the dynamics of patriarchy. Now’s the time to be loud and proud South Asian women.”
www.soulsutras.co.uk and Twitter: @Soul_Sutras, Instagram: @soulsutras,
Facebook: @SoulSutrasNetwork
ADVICE TO MY YOUNGER SELF
SANGEETA PILLAI asked some Soul Sutras contributors what advice they would give their younger selves.
Ambica G: “Don’t stop speaking your mind. Don’t bow to emotional blackmail. Take chances, it’s okay if you fail. It’s no big deal if you are tagged with ‘a reputation’ because having that ‘tag’ is better than being stamped as ‘socially approved’.”
Savraj Kaur: “Put your goals in a frame on the wall, seeing is achieving. And no person should change the doors you want to open. Stay aware of what flutters your senses, stay excited about your purest decisions and overcome your shyness to meet those you admire. You are everything that you need.”
Bolly Ditz Dolly: “You never needed to be ‘that girl’ and you stayed weird and wonderful. You met hate at every corner, but forgot that people only hate what they don’t understand. Here’s a hug for the time they screamed ‘beast’ and you screamed ‘I’m a beautiful mess’ – maybe you were ahead of your time. You will prove that you don’t need to be educated or ‘housewife material’ to be listened to. Education never stops at certificates, you validate your world by speaking your truth and there’s no brick, stone or words that will shake that.”
Jaskaran Sahota: “Young Jaskaran, there is so much that you have no choice about inheriting from your family; genes, a history of colonialism and migration. These things will inevitably form part of your identity. But you can choose your value system, where you exercise your boundaries and your views on gender roles. You can choose to deconstruct and reconstruct who you want to become. Be bold, be brave, be brilliant.”
Anuradha Gupta: “Be you at all times. Do not worry about being liked or not liked. In the end, it does not matter what the world thinks of you; only what you think of yourself. Be happy. However bad things get, there is always something to be happy about. Live fully everyday. Life is fleeting. You are more beautiful, strong, brave and loving than you think.”
Jane Cheliah: “I wish I had been told that independent thought was the biggest gift that I could give myself. Critical thinking, critical questioning and an analytical thought process is what will help you develop your individuality. The Asian culture teaches us to be, largely, conformists. Rather than living by what I couldn’t do, my advice to my younger self would be to, ‘live by what you can and want to do’.”
Rittika Dasgupta: “If I could turn back time, I would ask my biology teacher at school to teach us the chapter on reproduction that she skipped. It’s important that teenagers in India are taught how not having a period could imply having serious health issues, and there is zero shame about being a woman on her periods and just kissing someone from the opposite gender does not make you pregnant.”
Tina Mistry: “The advice I would give to my younger self is don’t rush your life even though people are rushing you. Listen to your instinct because she is right, she is right for you, not anyone else. Read, learn and be with people that inspire and open your eyes, not close them.”
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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