UK universities have urged distressed Indian students -- whether still in Britain or in India -- to get in touch with their varsity support services if they need help or guidance during the pandemic lockdown.
On Monday, the Indian government announced plans to begin phased repatriation of its citizens stranded abroad from Thursday (7).
Air India will operate 64 flights from May 7 to May 13 to bring back around 15,000 Indian nationals stranded abroad amid the lockdown, India Civil Aviation Minister Hardeep Singh Puri said in New Delhi on Tuesday.
As the Indian government's first phase of repatriations from the UK to India begins from Thursday, many Indian students in the UK still face a long wait before they can fly home. Universities said they wanted them to know that the support continues to be available.
"We are aware that many Indian students are concerned about money and accommodation, are missing their families and are understandably distressed to be far from home during this global pandemic. My message to those students is: please, please speak to your university," said Vivienne Stern, director of Universities UK International, which represents 143 UK university leaders.
"We may not be able to fix everything, but there are people on hand who will do everything they can to make things easier for you. Universities are providing support in the form of funding, food, accommodation and advice and guidance. We are in this together, please don''t struggle alone."
Universities UK said that support offered by universities includes delivering food to students, providing hardship funds for students in financial difficulty, waiving accommodation fees or moving international students into accommodation where they can look after them by providing cleaning, security and catering. Universities are also providing pastoral and mental health support.
Jaspreet Singh, an Indian student at Birmingham City University (BCU), had some advice for his fellow students: "I know being an international student how worried our parents can be. I send them regular updates and say I''m safe here. Make sure you are in touch with your lecturers and the amazing support team which BCU has got."
Universities UK also highlighted a range of specific steps taken by a snapshot of universities around the UK to support international students who may feel stranded as a result of the coronavirus crisis and need support.
The University of Bath has moved all students in university-owned accommodation around the city into campus accommodation and is providing three free meals a day to all students who remain on campus. It has also enhanced the availability of financial assistance to students who find themselves in hardship.
Glasgow Caledonian University in Scotland has implemented a dedicated helpline for students, which operates seven days a week, and has introduced a fund to support students through the Covid-19 crisis as well as waived rent for April and May.
Solent University and the University of Bangor have been supporting students stuck in the UK to access hardship funding.
Indians make up one of the largest groups of international students from outside the European Union (EU) studying at universities in Britain, after Chinese students. Thousands of these Indian students have found themselves stranded as India imposed a ban on international flights in the middle of March.
Indian students' representative groups such as the National Indian Students and Alumni Union UK (NISAU-UK) and Indian National Students Association (INSA) have issued advisories and have been organising food deliveries and other assistance through the lockdown.
The UK Home Office had confirmed that any foreign students or professionals on visas that had expired or expiring would be given an extension at least until May 31.
Many of the stranded students, from different parts of India, including Kerala, Tamil Nadu, Telangana, Maharashtra and Uttarakhand, expressed their relief at that extension but remain concerned about the limited resources at their disposal.
A ticket on one of the initial seven Air India repatriation flights organised by the Indian government are set to cost around Rs 50,000, which combined with the cost of quarantine to be borne by the passenger on landing in India, is a new cause for worry among this group as they await their turn to be flown back to India.
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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