Introduction:
Mukhwas holds its origins as a customary Indian post-meal delicacy and breath refresher. Traditionally presented after dining to facilitate digestion and refresh the mouth, it is derived from Sanskrit: "mukh" (mouth) and "vaas" (to remain/to preserve). Hence, mukhwas denotes constituents designed to maintain oral freshness. The mouth freshener market in India is a lucrative market opportunity, with an ingrained cultural tradition.
In the context of India's largely unstructured mukhwas market, a notable void exists, asmost of the brands currently do not offer quality, health-conscious and wholesome alternatives to conventional mukhwas infused with sugars, preservatives, and artificial flavours. Furthermore, local stores presently dispense these products in regular plastic packaging, devoid of any information about the brand, manufacturer, or ingredients.Recognizing this gap, JOYSPOON has seized the opportunity and is prepared to take the lead in the industry, capitalising on the prevailing quality, health-conscious trend and global emphasis on nutritious food choices.
Given its origin in India and its widespread consumption across age groups, JOYSPOON is well positioned to provide consumers with a diverse range of high-quality and flavorful offerings that also address concerns like acidity, digestion, obesity, and constipation. Being the pioneer in this domain, JOYSPOON is set to introduce targeted functionalities within the mukhwas category.
JOYSPOON is led by an innovative team that brings a rich reservoir of tradition and entrepreneurship. Yash Mehta, a Chartered Accountant, possesses a forward-looking aspiration to establish distinctive and healthy food alternatives. His expedition as an entrepreneur in the mukhwas sector has been distinguished by passion for quality food and an intricate grasp of market trends due to his experience in D2C for almost 4 years. Additionally, Vaishali Mehta holds a master's degree in brand management and boasts extensive proficiency in curation of products with her mother & sister-in- law who is a chef for more than a decade. Together with her extensive interest in food & knowledge of working in retail brands in Mumbai, she looks after product development & also the online marketing vertical in the company.
Market Opportunities:
Indian Mukhwas Market is an opportunity upwards of ₹10,000 Cr. According to Skyquest, the global Mouth freshener market will reach 15 Billion 2022 and 22.5 Billion by 2030. The sector is not just capitalising on the trend of breath freshening but is also aligning with the increasing preference for health-centric products by integrating beneficial ingredients that promote oral health. This evolution not only broadens the market share but also opens avenues for innovative developments, making it an attractive prospect for investors targeting health-conscious trends.
100X Thesis:
Mukhwas (Mouth fresheners) as a category, especially in India, is a big opportunity with very few meaningful players. Founders have built a tasty and healthy product and have seen good initial traction, mostly through their own website. This has led to initial brand association which can extend to e-commerce marketplaces. We believe that this segment has enough room for a good player to step in and capture the market.
Conclusion:
JOYSPOON embodies an unparallel prospect within the disorganised landscape of the Indian mouth fresheners market. JOYSPOON stands itself as an appealing investment opportunity because of its strong competitive advantages and the founders capabilities. The company is well-positioned to capitalise on the momentum of the expanding Indian mouth freshener market and establish itself as the industry leader globally. The company has the potential to reach high altitudes and develop into a well-established brand within the industry.
