A Modern Take on Mukhwas with a Brand Story That Shines on Shelves
In today’s hyper-competitive consumer landscape, packaging is the first touchpoint between a brand and its audience, often the first story a product tells. As competition becomes fiercer, particularly within the startup ecosystem, brands are seeking ways to break through the noise with innovative, sustainable, and scalable packaging solutions.
This was especially true for JoySpoon, a young Indian brand reimagining mukhwas, the traditional mouth freshener. Launched in 2024 by Vaishali and Yash Mehta, JoySpoon modernizes this heritage snack with clean ingredients and bold, contemporary branding—free from supari, artificial colors, flavors, and preservatives.
Building a Brand That Speaks Before the First Bite
For emerging brands, particularly in the food, beverage, and personal care sectors, the stakes have never been higher. Limited shelf space, short consumer attention spans, and a growing demand for clean, ethical, and visually compelling products mean that packaging needs to resonate.
Partnering with Hora Arts, a third generation print house, and leveraging the capabilities of HP Indigo’s digital printing technology with HP Indigo 25K Digital Press, JoySpoon was able to design and produce premium labels that reflected the uniqueness of the product inside. JoySpoon was able to experiment with label design, produce limited editions, and make quick design updates—all while avoiding the inventory waste and cost pressures common in conventional printing.
“Packaging is the first conversation our product has with the customer,” says Yash Mehta. “With digital printing, we’ve had the freedom to innovate, test, and grow on our terms. HP Indigo made that possible for us.”
When they appeared on Shark Tank India Season 4, the team even presented personalized packs to each judge, printed using HP Indigo technology—a detail that helped reinforce the brand’s thoughtfulness and visual identity on national television, and ultimately contributed to securing investment.
Testimonial of Ritesh Agarwal, the founder and CEO of OYO Rooms, is a judge on Shark Tank India “What impressed me about JoySpoon wasn’t just the product, it was the way it was presented. The packaging felt premium, thoughtful, and ready for modern retail. From the personalized Shark Tank kits to their clean, contemporary label design, it was clear the team understood that packaging is not just wrapping, it’s brand storytelling. That attention to detail gave me the confidence that JoySpoon wasn’t just a great product, but a brand built to scale.”
Empowering Women, Empowering Brands
JoySpoon operates a 100% women-run production facility, highlighting another dimension where packaging and purpose intersect. By choosing HP Indigo’s digital technology, the brand ensures that its packaging aligns with its values—supporting sustainability, empowering women, and celebrating cultural heritage through design.
Today, JoySpoon is available on new age platforms like Zepto, Swiggy Instamart, BlinkIt and E-Com like Amazon and Flipkart and 10+ airports across India and has even featured in luxury wedding gifting—where packaging plays a critical role in making the right first impression.
A Growing Ecosystem of Packaging Innovation
Stories like JoySpoon’s are becoming increasingly common across India’s booming startup landscape. As founders seek to differentiate themselves with strong visual branding and sustainable practices, HP Indigo is playing a critical role in enabling that shift. By bridging the gap between creativity and execution, technology helps startups move faster, reduce waste, and bring their visions to market—without compromise.
