Suniel Shetty has offered to become the brand ambassador of Mitticool on the reality series Bharat Ke Super Founders, highlighting the growing spotlight on sustainable innovation and indigenous entrepreneurship. The development comes as part of the show’s latest episodes, streaming on Amazon MX Player, where the actor praised the brand’s unique clay-based refrigeration technology and its vision for eco-friendly living.

According to an Amazon MX Player press release, the offer was made during a pitch session on the show, where Mitticool’s founders presented their business model centred on traditional craftsmanship and sustainable product innovation. The development reflects the platform’s focus on promoting meaningful entrepreneurship and showcasing homegrown ventures that blend heritage with modern design.

Mitticool, founded by Raja Prajapati and Mansukhbhai Prajapati in Gujarat’s Morbi district, is built on the idea of bringing traditional clay craftsmanship into contemporary households. Its most notable innovation is a refrigerator that operates without electricity, using a natural cooling process to keep fruits and vegetables fresh for up to a week. The product, originally launched by Narendra Modi in 2005, had earlier gained national attention for its blend of indigenous knowledge and practical design.

The company’s pitch highlighted its expanding business footprint and increasing demand in a post-pandemic world, where consumers are increasingly turning towards sustainable and low-impact alternatives. Mitticool currently offers more than 200 products, operates across 18 Indian states, and exports to markets including the Gulf region, the United States, and several African countries. The brand has also recently expanded its reach by listing its products on Amazon.

During the pitch, the founders sought Rs.2 crore for 3 percent equity, presenting their venture not merely as a commercial product but as a sustainability-driven movement. The session evolved into one of the most engaging discussions of the season, with multiple investors expressing interest. While some panel members offered investment proposals and mentorship, Shetty’s spontaneous offer to promote the brand without financial expectation stood out as a strong endorsement of Indian innovation.

The episode also witnessed collaborative investment discussions, with a combination of equity and debt funding proposals eventually leading to a deal. Beyond the funding success, the platform described Mitticool’s journey as a testament to how traditional skills, when combined with ambition and innovation, can gain national recognition and global relevance.

From its origins in clay utensils in Morbi to international exports and national television exposure, Mitticool’s story reflects the broader theme of grassroots entrepreneurship that the show seeks to highlight. The final episodes of ‘Bharat Ke Super Founders’ are streaming this week on Amazon MX Player across its app, the Amazon shopping platform, Prime Video, Fire TV, and connected television devices.