JoySpoon breathes freshness into packaging with HP Indigo

JoySpoon, a young Indian brand reimagining mukhwas (mouth freshener), has leveraged the digital power of HP Indigo 25K to modernize the packaging of this heritage snack. The brand collaborated with Noida, India-based Hora Art Center to design and produce premium labels that reflected the uniqueness of the product inside.

JoySpoon could experiment with a label design, produce limited editions and make quick design updates while avoiding inventory waste and daily cost pressures in conventional printing. 

The stakes have never been higher for emerging brands, particularly in the food, beverage, and personal care sectors. Limited shelf space, short consumer attention spans and growing demand for clean, ethical and visually compelling products mean that packaging needs to resonate.

'Packaging is the first conversation our product has with the customer,' said Yash Mehta, founder of JoySpoon. 'With digital printing, we could innovate, test and grow on our terms. HP Indigo made that possible for us.' 

Launched in 2024 by Mehta and his wife Vaishali, the brand appeared on Shark Tank India Season 4 and even presented personalized packs to each judge, printed using HP Indigo technology—a detail that helped reinforce the brand’s thoughtfulness and visual identity and ultimately contributed to securing investment.

Ritesh Agarwal, one of the judges on Shark Tank India and the founder and CEO of OYO, an Indian multinational hospitality chain of leased and franchised hotels, homes, and living spaces, commented: 'What impressed me about JoySpoon wasn't just the product, the packaging felt premium, thoughtful, and ready for modern retail. From the personalized Shark Tank kits to their clean, contemporary label design, the team clearly 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.'

JoySpoon operates a 100 percent 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.

According to HP, it is enabling India’s booming startup landscape by bridging the gap between creativity and execution. HP Indigo's digital technology helps startups move faster, reduce waste and bring their visions to market without compromise.