Innovation often comes from looking at everyday problems differently. For Abhishek Mehra and Tanishq Gupta, two MBA students from IPER MBA, Bhopal, the opportunity lay in a product that millions of Indians use every day. Together, they co-founded Long Fresh, a brand that is introducing a unique twist to the mouth freshener market with what it claims is India’s first flavoured clove mouth freshener.
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The idea behind Long Fresh was simple yet innovative. While cloves have been a part of Indian households for generations because of their refreshing taste and health benefits, the founders saw an opportunity to make them more appealing to modern consumers. By combining cloves with saffron and mint, they created a product that delivers freshness while offering a unique flavor experience.
Priced at just ₹2, Long Fresh is designed to be affordable and accessible to a wide range of consumers. The founders wanted to create a product that could easily fit into everyday life, whether after meals, during travel, at work, or during social gatherings. Their goal was to make freshness convenient without compromising on quality.
What makes the product stand out is its focus on both taste and wellness. Cloves have long been valued for their natural digestive properties and are often consumed after meals. Long Fresh builds on these traditional benefits while presenting them in a modern and easy-to-consume format that appeals to younger consumers.
The founders also highlight the oral health benefits of cloves. Known for their antibacterial properties, cloves can help reduce bad breath and support oral hygiene. By pairing them with refreshing mint and premium saffron, the product aims to offer a combination of freshness, flavor, and wellness in every serving.
Beyond oral care, Long Fresh promotes cloves as a natural source of antioxidants that may help support immunity and overall well-being. The brand positions itself not just as a mouth freshener but as a lifestyle product inspired by traditional Indian wisdom and backed by modern quality standards.
The startup’s growing recognition received a major boost at Startup Summit 2026, where the product was showcased and appreciated by Madhya Pradesh Chief Minister Dr. Mohan Yadav. Such recognition has helped bring attention to the young entrepreneurs and their vision of creating a distinctive category within the mouth freshener market.
Today, Long Fresh represents more than a product launch. It is the story of two young founders who identified an everyday consumer need and transformed it into a business opportunity. As Abhishek Mehra and Tanishq Gupta continue to expand the brand, they are proving that innovation does not always require complex technology. Sometimes, it begins with reimagining a familiar tradition and giving it a fresh new identity.
