Agni is the first word of the Rig Veda. It is the only element that cannot be polluted and also the only element which defies gravity and rises up. Agni holds within it the power to purify and transform. No wonder it is the chosen medium for devas and devis to interact with us during a Vedic yagya.
The science of yagyas is as old as Creation. Lord Brahma performed the first yagya where he sacrificed a part of himself. From his sacrifice manifested 33 devas and devis, who took charge of various aspects of Creation. Brahma ji became the Prajapati, the Creator, responsible for physical creation. Shri Vishnu took upon the role of the Preserver, He who runs the creation. Bhagwan Shiv became responsible for the journey back to the source.
Yagyas are the means to nourish Creation. In every yagya, there is a havi (oblation), that which is sacrificed or given back. And this sacrifice is not of someone else, or of an animal; the sacrifice is of self or an aspect of self. Lord Brahma sacrificed a part of himself. Ravan too sacrificed his head nine times and only then did he have Shiv darshan. Puranic texts abound with instances of men, devas and asuras performing yagyas, and in all these yagyas they sacrificed a part or desire of self.
Yagyas are of various kinds. The foremost is the yagya for Prajapati Brahma, who is the progenitor of all, to whom we owe our life, body and experiences of the manifested creation. Performing this yagya ensures the flow is maintained from the Creator to self.
The next yagya is for the dev or devi, whose sadhna has been prescribed by one’s Guru. Performing this yagya bestows the sadhak with the siddhi of that dev or devi. The dev or devi then guides the sadhak through his/her journey, and their shakti can be utilised by the sadhak to fuel his/her sadhna.
A third kind of yagya is for the fulfilment of a task, ‘karya purti’, for example, the Chandi yagya, Rudra yagya, Ashvamedha or Rajasuya. When you perform such a yagya in Guru Sanidhya, the purpose for which the yagya is performed materialises with certainty. However, these yagyas should only be performed when one has accumulated suitable karmic strength. Even if you attain something in the physical through a yagya, in the absence of requisite karmas, it will be at the cost of something else, which will be taken away from you to balance out karmas. Therefore, the yagyas for karya purti are not prescribed to all and sundry.
Next, there are yagyas, which are performed not for someone specific or towards a specific end, but simply as a duty by virtue of being a human and a part and parcel of Creation. Agnihotra falls in this category.
Then there are yagyas, which pertain to the food chain, to the co-existence of various aspects of Creation. For example, a tree performs a yagya all its life, sacrificing itself to provide us food, air and shelter. As humans, it is our duty to perform a yagya for the tree, by nurturing it. Similarly, the cow bears immense pain and agony to nourish us with its milk. It then becomes our duty to perform a yagya for the cow, by protecting and providing for it. In fact, every entity in Creation is performing a yagya: the sun is burning every day to give us heat and light, the earth bears our weight to sustain life, the winds blow, the rivers flow. Each is performing a yagya.
Ashwini Guruji
Tapasya or penance too is a form of yagya. Every human has to perform tapasya to give back to Creation. Only then is he entitled to human birth and body and related pleasures. The ones who do not perform these yagyas move into the yonis of bhoots and pesach.
At Dhyan Ashram, the sadhaks have traversed various lokas and yugas and interacted with all kinds of entities and know this for a fact. We need to give back to Creation and yagya is a means to do that. When you perform a yagya, the dev or devi that is invoked manifests in the yagya fire, changes are felt in the body and environment, and air becomes fragrant. There is no smoke in a Vedic yagya. All these are signs that the yagya is successful. You can take a look at manifestations of devas and devis in yagyas performed at Dhyan Ashram on dhyanfoundation.com.
Yagya basically means a sacrifice of whatever is dear to you. The Creation runs on sacrifice, the bigger the sacrifice, the more is the gain. Giving pain to an animal for sacrificing gets no punya. It gets you hells only. The Guru prescribes a yagya and mantra sadhna as per the desire and capacity of the sadhak, which opens doorways to the subtler dimensions.
We will be continuing this series with various kinds of yagya kunds, and the various mantras for various devs and devis for specific objects to be achieved. It is essential in a yagya that the dev purush or the form of the dev has to manifest in the havan agni or the smoke. Only then is it said to be successful. Just chanting and putting things in the fire is not called a yagya; it's a waste of time and creates only pollution.
(Ashwini Guruji is the guiding light of Dhyan Ashram. To know more visit www.dhyanfoundation.com.)
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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