Rajshree Upadhyaya | Jaipur | Business Remedies | In a market where mouth fresheners are often sold loose in jars across local stores, Yash Mehta and Vaishali Mehta saw an opportunity to bring structure, hygiene and aspiration to a deeply traditional category. The husband-wife duo founded Joyspoon in 2023 in Ahmedabad with a simple yet powerful idea to transform everyday mukhwas and mouth fresheners into premium, health-conscious offerings rooted in Indian culinary heritage. What began as a personal touch at their wedding, where handcrafted blends prepared using family recipes received overwhelming appreciation, soon evolved into a serious entrepreneurial pursuit.
Joyspoon was launched under the registered entity ALTERKITCH INDIA PRIVATE LIMITED with a clear positioning strategy. Instead of competing in the mass unorganised segment, the founders focused on building a premium D2C brand offering thoughtfully curated mouth freshener blends made without supari, artificial colours, or synthetic flavouring. Their formulations use ingredients such as seeds, dry fruits, millets and herbs, delivering not just taste but also digestive benefits. This approach allowed them to position their premium mukhwas not merely as a post-meal ritual but as a mindful snacking alternative for modern consumers.
In the early days, Yash handled operations and growth strategy while Vaishali focused on product innovation and flavour development. The couple spent months refining taste profiles, packaging formats, and shelf life standards to ensure their health- focused mouth fresheners met both traditional expectations and contemporary hygiene benchmarks. Elegant packaging and gifting friendly jars further expanded their appeal, making Joyspoon products popular for weddings, festive hampers and corporate gifting.
Their breakthrough moment came when they appeared on Shark Tank India Season 4 in 2025. Seeking Rs. 40 lakh for 2 percent equity, they presented Joyspoon as a brand addressing a multi-thousand-crore Indian mouth freshener market that lacked organized premium players. The sharks evaluated the category’s scalability, pricing strategy and differentiation. After negotiations, Ritesh Agarwal offered Rs. 40 lakh for 3 percent equity, backing the founders’ vision and giving the brand not only capital but also strategic visibility. The national exposure significantly amplified consumer awareness and strengthened Joyspoon’s brand credibility.
Even before their television appearance, Joyspoon had attracted investor interest. The startup raised seed funding totaling over Rs. 1.8 crore from angel investors and early-stage backers to expand manufacturing and marketing efforts. A notable aspect of their operations is that their Ahmedabad facility employs a large number of women, aligning business growth with social impact. The funding enabled them to strengthen supply chains, improve packaging innovation, and expand across online marketplaces and quick commerce platforms.
As of 2026, Joyspoon remains fully operational and continues to sell its expanding portfolio of premium mukhwas, digestive mouth fresheners and curated gifting packs through its official website and major e-commerce platforms. Customer reviews, active product listings, and consistent marketing activity indicate sustained operations and ongoing demand. The founders have continued to emphasize clean ingredients, quality control and brand storytelling as they scale in a competitive FMCG landscape.
Joyspoon’s journey reflects a broader shift in Indian consumer behaviour where traditional products are being rediscovered through the lens of health, branding and premiumization. By combining family recipes with structured entrepreneurship, Yash and Vaishali Mehta have turned a centuries old after meal custom into a contemporary lifestyle product. Their story stands as an example of how even the most familiar Indian categories can be reimagined with thoughtful innovation, disciplined execution and a strong belief in the power of heritage driven brands.
