MUMBAI, India, 26th February, 2026: Amazon MX Player, India’s top free, ad-supported video streaming service, continues its mission of meaningful innovation through its inspiring reality series, Bharat Ke Super Founders. This week, Suniel Shetty not only praised a pitch but also offered to represent a brand that embodies legacy, sustainability, and Indian creativity: Mitticool.
Mitticool, a company founded by Raja Prajapati and Mansukhbhai Prajapati in Gujarat’s Morbi district, is built on a simple yet powerful idea: bringing traditional clay craftsmanship into modern homes. Their most celebrated innovation, the world’s first refrigerator that works without electricity, blends indigenous knowledge with practical design. The clay refrigerator uses a natural cooling process, storing water in an upper chamber while keeping fruits and vegetables fresh for up to a week without consuming power. Originally launched by Narendra Modi in 2005, the product earned national attention for its ingenuity.
In a post-pandemic world increasingly conscious of sustainability, Mitticool witnessed renewed demand as consumers turned toward natural, low-impact alternatives. Today, the brand offers over 200 products, operates across 18 Indian states, and exports to Gulf nations, the United States, and African markets. Recently, the company expanded its footprint by listing on Amazon.
The founders were seeking ₹2 crore for 3% equity. They presented not just a product, but a movement focused on sustainability and self-reliance. The pitch quickly turned into one of the season’s most engaging discussions. Shanti Mohan used her One-on-One card to invite the market to join her. Aditya Singh offered ₹50 lakh, while Nitish Mittersain proposed ₹50 lakh for 2% equity. Although Dr. A. Velumani chose not to invest, he offered mentorship, which highlighted the collaborative spirit in the room. At that moment, Suniel Shetty made his feelings clear. “Pehli baar mujhe lag rha hai ki mujhe woh side (panel) hona chahiye tha, na ki yahan, kyunki bahot hi exciting product hai.” he also says, “Kisi bhi tarah se agar aap log mujhe use karna chaahe aur mein paise ki baat nhi kr rha hoon, agar aap yeh chaahe ki mein face banu aur hoarding mera bhi face dikhaayi de, mein dunga apne aap ko yeh product ke liye.”
His spontaneous offer to promote the brand without any financial expectation was a strong endorsement of Indian-driven innovation. The excitement continued. Shivam joined with a partnership offer alongside Nitish and Aditya at ₹1.25 crore. Shanti Mohan then raised the offer to ₹3 crore at a valuation of ₹28 crore for 10% equity, while the market provided ₹1 crore in debt. In a pivotal moment for sustainable entrepreneurship, the deal was completed. More than just a funding success, Mitticool’s journey on the show highlighted how traditional skills combined with ambition can gain nationwide recognition.
From clay utensils in Morbi to global exports and national television fame, the brand represents India’s enduring spirit of innovation. Bharat Ke Super Founders is now streaming for free on Amazon MX Player, available across the MX Player app, Amazon shopping app, Prime Video, Fire TV, and connected TVs, with final episodes dropping this Friday and Saturday.