Small Village, Big Dreams: The Journey of Joyspace Mukhwas
Childhood sweethearts turned business partners, their journey from a small village in Rajasthan to a national platform is nothing short of inspiring. The duo found inspiration in their grandmother’s age-old recipes for mouth fresheners. Their idea was to simply blend this tradition with modern health consciousness, offering a refreshing alternative free from artificial ingredients, supari, and excessive refined sugar.
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Who are the founders of Joyspace Mukhwas?
Vaishali Mehta and Yash Mehta are the founders of Joyspace Mukhwas. Mukhwas is a Sanskrit word that means "mouth freshener." It's a palate cleanser and after-meal snack.
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Early Life and Education
Vaishali and Yash were born and raised in a village in Pali, Rajasthan. They completed their early education in Pali before moving to cities for higher studies. They attended the same school and fell in love. Yash belongs to a business family. He always wanted to start something of his own. Yash had always been an explorer at heart. After completing his education in Mumbai and qualifying as a Chartered Accountant, he realized that a conventional desk job wasn’t for him.
His adventurous spirit led him to a law firm in Delhi, but the corporate world couldn’t hold him for long. An opportunity in Europe allowed him to teach Indian culture and cuisine, a journey that took him to 16 countries. During these travels, he recognized a global demand for organic, preservative-free food, planting the seeds for his future entrepreneurial ventures.
Vaishali, on the other hand, pursued her passion for fashion. She worked with renowned designer Tarun Tahiliani in Mumbai before moving to Ahmedabad to work at a multi-designer store. However, when the COVID-19 pandemic struck, she found herself out of work and back in her hometown. It was then that she started helping Yash with his organic food startup, Farmse.
Vaishli’s mother and grandmother used to make healthy Mukhwas for their family. She helped them during the Pandemic. What started as a temporary involvement soon turned into a full-fledged passion. She began experimenting with mukhwas recipes under the guidance of her mother and grandmother. Little did she know that this family tradition would soon blossom into a full-scale business venture.
In 2023, after 12 years of dating, Vaishali and Yash finally tied the knot. During their wedding preparations, Vaishali had a simple yet heartfelt request, to include their family’s special mukhwas as return gifts for guests. The response was overwhelming. Everyone loved the flavors, the uniqueness, and the nostalgia it evoked. This unexpected appreciation was the push they needed to turn their homemade mukhwas into a brand.
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Joyspooon in Shark Tank India
Stepping onto the Shark Tank India stage, the duo exuded a blend of passion and authenticity that immediately won over the judges. Their ask was ₹40 lakhs for 1.5% equity, and their compelling story, coupled with a strong business proposition, drew admiration from the sharks. But their losses raise the concern.
Namita Thapar expressed doubts about their unclear goals and declined to invest at their valuation. Aman Gupta, initially amused by their love story, questioned their financial losses and ultimately backed out despite Yash’s passionate plea about his entrepreneurial journey. Anupam Mittal acknowledged the booming ‘mukhwas’ market but chose not to invest. However, Ritesh Agarwal, moved by Yash’s persistence and reminded of his own long courtship, offered Rs 40 lakh for a 2% equity stake, which the founders accepted.
Before appearing on Shark Tank India, JoySpoon had already secured two rounds of funding, Rs 1.25 crore in September 2023 and Rs 56 lakh in June 2024. The founders have an 80% stake, while their close friend, Raj, owns 2%, and investors hold the remaining 18%. Despite being a relatively new player, the brand experienced impressive growth, generating Rs 38 lakh in sales during the financial year 2023-24. With its rapid expansion, JoySpoon projected its revenue to soar to Rs 2.5 crore by September 2024.
From a simple home favor to a brand, Joyspoon’s journey is a testament to the power of passion, resilience, and the courage to take risks. Vaishali and Yash have not only revived a traditional Indian delicacy but also given it a modern, health-conscious twist. Their story serves as an inspiration to aspiring entrepreneurs, showing that with determination, love, and a little bit of fate, even the simplest ideas can turn into something extraordinary.
Also Read: Clapstore Toys in Shark Tank India: A ₹6 Crore Brand Revolutionizing Screen-Free Play
