LEADING doctors have said there is no need for panic as they sought to reassure Asians about the new variant of the coronavirus which has led to tighter restrictions in London and parts of south-east England.
Dr Kailash Chand said the new variant was predicted by scientists months ago and is not any worse than the current virus. However, he acknowledged that there was a higher chance of transmission with the mutant strain. The BMA council chair, Dr Chaand Nagpaul, meanwhile, urged Asians to be “even more vigilant”.
Doctors have also asked Asians to sign up to take the vaccine as a GP in the West Midlands spoke of her disappointment in seeing few members of the community when immunisations were carried out last week.
The doctors’ concerns follow the new Tier 4 level curbs – similar to the national lockdown in March – in London and south-east England, which came into force last Sunday (20). Prime minister Boris Johnson tore up plans to allow three households to mix indoors for five days over the festive period, to stem the fast-spreading new coronavirus mutation.
Health secretary Matt Hancock defended the decision, saying evidence showing the new strain was causing spiralling cases had forced the action. It is said to be up to 70 per cent more transmissible than the original. “We’ve got a long way to go to sort this,” Hancock said last weekend. “Essentially, we’ve got to get that vaccine rolled out to keep people safe. Given how much faster this new variant spreads, it’s going to be very difficult to keep it under control until we have the vaccine rolled out.”
In an interview with Eastern Eye on Monday (21), Dr Chand said the mutation was “nothing new” to scientists. “Most viruses mutate,” he said, noting that officials had seen evidence of the new strain in September.
However, he urged Asians to get the vaccine when it became available to them as he acknowledged the speed of the mutation’s transmission. Britain began inoculating people using the vaccine developed by Pfizer and BioNTech earlier this month.
“Is the new strain more dangerous? The answer is no, it is not more dangerous,” Dr Chand, the honorary vice-president of the British Medical Association (BMA), stated. “But yes, it is spreading quickly. Knowing that, you ought to still take all those special measures. Don’t hesitate getting this vaccine.”
Dr Nagpaul agreed that mutations were common when dealing with viruses. Therefore, he said the emergence of a new strain was not surprising. However, he warned that preventative measures of the new strain should be no different to those in place to control the current virus. He warned ethnic minority communities to be “even more vigilant”.
“Given the increased risk of adverse health outcomes from Covid within BAME communities, it is vital that those from ethnic minorities are even more vigilant at this moment in time to adhere to these stringent infection prevention measures,” Dr Nagpaul told Eastern Eye.
He reiterated health guidelines, including avoid mixing with different households; maintaining a distance of more than two metres; wearing a mask when necessary; and washing hands regularly to halt the spread of Covid.
Meanwhile, health experts have called on Asians to take part in the immunisation against the virus. Dr Samara Afzal, a GP based in Dudley, said she was “disappointed” to see the low number of Asian patients at sessions to receive vaccinations. “I was disappointed by the turnout,” Dr Afzal told Eastern Eye. “I could probably count the handful of Asians who came in for the vaccine.”
Last week, a poll found ethnic minority groups are the least likely to want the coronavirus vaccine. A little more than half (57 per cent) of respondents from BAME backgrounds were likely to accept a vaccine, compared to 79 per cent of white respondents, according to the study commissioned by the Royal Society for Public Health (RSPH).
Both Dr Chand and Dr Afzal have received the jab in recent days. They said they had no issues since then and encouraged members of the community to take the immunisation when invited to. “We need to reassure people the vaccine is safe and effective,” Dr Chand said.
Dr Nagpaul agreed it was vital that everyone continues to come forward to be vaccinated when they are invited. He called for culturally sensitive and competent messaging to accompany the vaccination rollout to maximise uptake. “This is especially important for those people at most risk,” he said.
Johnson and his scientific advisors have said they believed the vaccines would still be effective, and added the new strain was not more deadly or more serious in terms of the illness caused. On Monday (21), French health minister Olivier Veran agreed the current Covid-19 vaccines should work against a new strain of the virus. “In theory, there is no reason to think that the vaccine should not be effective,” Veran said.
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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