What Mitticool does

Mitticool is a privately held, founder-led manufacturer and direct-to-consumer seller of handcrafted terracotta clay products, headquartered in Wankaner, India and founded in 2005 by Mansukhbhai Prajapati. The company operates primarily through its own e-commerce storefront at mitticool.com, shipping across India and exporting to international markets via Mundra port, supplemented by a bulk-order channel for retailers, distributors and B2B buyers seeking eco-conscious clay solutions and custom clay manufacturing services.

The product portfolio spans earthen cookware (handis, tawas, biryani pots, clay cookers), tableware (self-cooling water bottles, curd pots, glasses, bowls, dinner sets), earthen water storage pots, clay water filters, an electricity-free 50-liter clay refrigerator based on evaporative cooling, natural incense sticks, the cow dung log machine, decorative clay building materials (jali), and bundled combo offers. The underlying technology relies on natural clay porosity for self-cooling water and on terracotta clay's evaporative cooling characteristics to refrigerate food without electricity; products are 100% natural clay, free of chemicals and plastics, and ISO certified.

Revenue is generated entirely through one-time unit sales across consumer, combo, and bulk/B2B order channels. Pricing is set in Indian Rupees across defined tiers (water bottles ₹100–₹799, cookware ₹349–₹1,999, tableware ₹100–₹899, refrigerator under ₹10,000, combos ₹949–₹3,599) and is supported by aggressive promotional discounting of 25–72% off. The company is bootstrapped with no disclosed external funding, and primary customer segments are eco-conscious individual consumers in India alongside export-oriented retailers and distributors.

Name

Mitticool

Legal name

Mitticool

Website

https://mitticool.com

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

101–250 employees

Short description

Mitticool is a Wankaner, India-based handcrafted terracotta clay products manufacturer and D2C e-commerce seller founded in 2005 by Mansukhbhai Prajapati, offering cookware, water bottles, filters, tableware, and an electricity-free clay refrigerator to eco-conscious Indian consumers and international bulk buyers.

Ownership category

akta.pro rank

Headquarters

HQ city

Wankaner

HQ country

India

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Direct E-commerce Sales: Direct sales of clay products to consumers through mitticool.com online store, offering individual products, combo offers, and bulk orders.
2. Bulk/B2B Orders: Bulk orders for businesses, retailers, and distributors seeking authentic and eco-conscious clay products. Exports to global markets.
3. Custom Clay Products: Custom clay product manufacturing services for personalized or bespoke orders.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Mitticool manufactures and sells handcrafted, 100% natural terracotta clay products for kitchen, dining, water storage, and household use. Its portfolio spans earthen cookware (handis, tawas, biryani pots, clay cookers), tableware and water containers (self-cooling bottles, curd pots, glasses, dinner sets), earthen water pots, clay water filters, incense sticks, clay building materials (jali), and the flagship Mitticool Clay Refrigerator—an electricity-free 50L cooling unit. Products are sold directly to consumers via mitticool.com and through bulk/export orders to retailers, distributors, and international buyers.

Product overview

Mitticool is an eco-friendly clay products company offering a diverse portfolio of handcrafted clay items. The core product is the Mitticool Clay Refrigerator (50L), an electricity-free cooling solution using evaporative technology. The main product lines include Earthen Cookwares (handis, tawas, biryani pots, cookers), Table Wares (water bottles with natural cooling, curd pots, glasses, bowls, dinner sets), Earthen Pots (water storage), Earthen Filters (water purification), Incense Sticks (natural room fresheners), and Mitticool Specials (cow dung log machine). Products are ISO certified and free from harmful chemicals, promoting sustainable living while celebrating Indian craftsmanship.

Differentiator

Problem solved

Functional benefit

Products and services

• Mitticool Clay Refrigerator (50-liter) Electricity-free 50-liter refrigerator made from terracotta clay that uses evaporative cooling (water evaporation) to keep food cool. Portable, easy to clean, and positioned as an affordable cooling solution for off-grid or eco-conscious households.
• Earthen Cookwares Handcrafted clay cookware product line including handis, tawas, biryani pots, and clay cookers for cooking rice, vegetables, curries, soups, and other dishes. Unglazed, microwave-safe, and made from 100% natural clay; preserves natural taste of food.
• Table Wares Clay tableware product line including water bottles, curd pots, glasses, bowls, dinner sets, cups, and serving items. Made from 100% natural clay with natural cooling properties.
• Earthen Pots Traditional earthen water storage pots in 6.5L to 12L sizes with decorative designs. Alkaline terracotta helps neutralize the pH of stored water, providing natural alkaline water.
• Earthen Filters (Clay Water Filter 20 L) Clay water filters for natural water purification using 20-liter capacity filtration systems with terracotta filtration technology.
• Incense Sticks Natural incense sticks made from cow milk, guggul, cow dung, camphor, and sandal powder; sold as Camphor, Guggul, and Sandal varieties plus combo packs; marketed as natural room fresheners with claimed health benefits.
• Mitticool Specials (Cow Dung Log Machine) Specialty machines including the cow dung log machine that uses a screw mechanism to mix, compress, and extrude raw materials (cow dung and agro waste) into dried logs for use as fuel and manure.
• Clay Building Materials (Clay Jali) Eco-friendly clay building materials including decorative jali (window screens) for walls, bathrooms, and house decoration, made from sustainable clay with natural charm.
• Combo Offers (Bundled Product Packs) Pre-packaged bundled combinations of Mitticool products (tawas, handis, water bottles, incense, dinner sets, etc.) offered at discounted prices with free shipping on select combos.
• Clay Water Bottle 1 Litre Self-cooling 1-litre terracotta water bottle handmade from 100% natural clay; uses natural porosity for self-cooling without electricity and adds a unique flavor to water.
• Clay Curd Pot with Cap 650 ml 650 ml earthen curd pot with cap that maintains ideal temperature for setting thick, natural curd; can store curd for 3–4 days; made from 100% natural clay, preserving taste and supporting healthy digestion.
• Clay Handi 1 Liter Traditional 1-litre clay cooking handi for cooking rice, boiling vegetables, curries, soups, and other Indian dishes; unglazed, microwave-safe, preserves natural taste of food, available with or without handle.
• Clay Cooker 3 Liters Innovative 3-litre clay pressure-style cooker that cooks everything a regular cooker does with added health benefits; marketed as an award-winning product producing more flavorful and nutritious dishes.
• Cow Dung Log Machine Machine that produces cow dung logs for fuel and manure by using a screw mechanism to mix and compress cow dung with agro waste into logs dried in sunlight; economical and environmentally beneficial.
• Clay Glass Set Clay drinking glasses available in sets of 6 in 100ml, 150ml, and 200ml sizes; microwave-safe and preserves natural taste of beverages.
• Clay Dinner Set (12 inch) 12-inch clay dinner set for serving breakfast, lunch, and dinner with a traditional earthen feel; made from natural clay.
• Clay Night Lamp Decorative earthen night lamp available in pink and blue colors; positioned as part of cultural heritage and suited for festivities and religious rituals.
• Clay Flower Bowl 1.3 Liter Decorative 1.3-litre clay flower bowl for serving or decorative purposes.
• Incense Sticks Combo (Camphor, Guggul, Sandal) Combo pack of natural incense sticks (Camphor, Guggul, Sandal) made from cow milk, guggul, cow dung, camphor, sandal powder, and other natural ingredients; marketed as room fresheners with claimed health benefits.

Quantifiable outcome

• Clay refrigerator works without electricity - uses cooling effect from water evaporation
• +2 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Make In IndiacoreGTM or Marketing PartnerOfficial partner of the Make In India initiative, promoting domestic manufacturing of Indian clay products.
• Start Up IndiacoreGTM or Marketing PartnerRegistered startup under the Government of India's Start Up India initiative supporting innovative businesses.
• NIF India (National Innovation Foundation)coreStrategic or Co-development PartnerSupported by National Innovation Foundation India for grassroots and traditional innovations.
• Honeybee NetworkminorStrategic or Co-development PartnerPartnered with Honeybee Network supporting grassroots innovators and traditional knowledge holders.
• SristiminorStrategic or Co-development PartnerSristi organization supporting sustainable innovations and traditional practices.
• GIAN (Gian Institute)minorStrategic or Co-development PartnerPartnered with GIAN (gian.org) for knowledge sharing and innovation support.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Regional players

• Jaipur Ceramics: Long-standing Indian manufacturer of clay/ceramic tableware and kitchenware. Comparable on raw material (terracotta/ceramic), product category (kitchenware and serveware), and India-centric manufacturing base.
• Chamba Cookware: Traditional clay cookware from the Chamba region of Himachal Pradesh, India. Comparable on terracotta raw material, traditional cookware category, and Indian heritage/craftsmanship positioning.

Emerging players

• Chumbak: Indian lifestyle and home décor brand with a strong DTC and offline footprint. Comparable on Indian origin, lifestyle/home goods catalog, and direct-to-consumer e-commerce approach.

Direct peers

• EcoSoul: Eco-friendly home and tableware brand (areca palm, bagasse, bamboo). Comparable to Mitticool on sustainable tableware positioning, India-based DTC operation, and target eco-conscious consumer.
• The Indus Valley: India-based brand selling traditional and health-focused cookware (including clay and stone) directly to consumers. Most directly comparable to Mitticool on category (traditional cookware), geography (India), and GTM (DTC e-commerce).
• Beco: India-based eco-friendly home and personal care brand sold primarily via DTC e-commerce. Comparable on sustainability narrative, Indian consumer base, and broad catalog of everyday eco alternatives.
• Bare Necessities: Indian sustainable home and personal care brand with strong DTC and retail presence. Comparable on eco-friendly product positioning and broad catalog spanning home and kitchen.
• EcoRight: India-based sustainable home products brand with similar eco-conscious positioning and DTC-first GTM. Comparable on customer persona (health- and eco-aware Indian consumers) and product breadth across home/kitchen.

Others

• Bamboo India: India-based sustainable bamboo products brand. Comparable on eco-friendly Indian-craft positioning and eco-conscious consumer targeting, though in a different material (bamboo vs clay).

Broad incumbents

• EarthHero: US-based online retailer aggregating eco-friendly home and kitchen brands. Comparable as a sustainability-focused channel and as a potential distribution partner for Mitticool's export ambitions.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights5 records

Customer concentration

• YouTubeyoutube.com/channel/mitticool
• Xx.com/mitticool
• Facebookfacebook.com/mitticoolindia
• LinkedInlinkedin.com/company/mitticool

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Mitticool