Mouth freshener startup JoySpoon has secured ₹56 lakh in its ongoing seed funding round, taking its total fundraising to ₹1.81 crore. The latest investment was led by Dishit Nathwani, with contributions from industry leaders like Prateek Toshniwal, Abhinav Jain, and Ankit Jain—senior executives from companies like CoinDCX and PharmEasy.
The funds will be used to expand JoySpoon’s Ahmedabad-based manufacturing facility, enhance its presence on popular quick commerce platforms such as Zepto, Swiggy Instamart, and BigBasket, and strengthen its marketplace reach on Amazon and Flipkart, the company stated in a press release.
Founded in 2023 by Vaishali and Yash Mehta, JoySpoon specializes in crafting low-sugar, supari-free, and all-natural mouth fresheners designed to cater to modern consumers looking for healthier lifestyle choices. The brand also emphasizes aesthetics with its packaging, making it an ideal option for wedding favors, gifting hampers, and corporate gifts. Prices for their assorted gift boxes start at ₹145.
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The Indian mouth freshener market, valued at ₹10,000 crore in 2021, is projected to grow at a CAGR of 16%, reaching ₹27,491 crore by 2028, according to market research. JoySpoon aims to disrupt this traditional space by offering thoughtfully crafted mukhwas that blend health, quality, and modern packaging. Its range includes India’s first functionality-driven mouth fresheners, targeting specific concerns like acidity and digestion without using artificial colors or flavors.
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More than just a product, JoySpoon aims to empower women and merge cultural heritage with contemporary needs. Its Ahmedabad manufacturing facility is entirely run by women, reflecting the company’s commitment to building a socially conscious and inclusive brand.
