Yash Mehta is the Co-Founder of JoySpoon, an Ahmedabad-based D2C brand reimagining India’s age-old mukhwas tradition as a premium, health-conscious lifestyle product. A Chartered Accountant by training, he built his early career at KPMG, the National Stock Exchange, and Raymond before extensive travels across Europe and exposure to global clean-label food trends inspired him to enter the food entrepreneurship space. In 2023, he co-founded JoySpoon with his wife Vaishali Mehta — the idea sparked at their own wedding, where handcrafted mukhwas blends made from family Rajasthani recipes received overwhelming appreciation from guests. JoySpoon offers low-sugar, supari-free, all-natural mouth fresheners made with unique ingredients like neem leaves, millets, seeds, dry fruits, and natural sweeteners like jaggery and coconut sugar — a sharp departure from the artificially flavoured, sugar-laden products that dominate the category. The brand appeared on Shark Tank India, gaining significant national visibility and credibility, and has since built a team of 25 professionals across manufacturing, marketing, and operations. Yash brings strong financial acumen, business-building experience from his earlier agri-food venture Farmse, and a deep personal conviction in clean-label eating to his role as Co-Founder.