The year is 2001 and Gujarat is just recovering from a massive earthquake. Seeing broken matkas and people’s helplessness without electricity, Mansukhbhai Prajapati is inspired to build a frugal refrigerator for the masses. His efforts will be realised and Mitticool will be invented in 2005.

Made of terracotta, the unit will cost Rs. 5500/- and will need no electricity or artificial energy to function. Working on the same principles of cooling as a traditional matka, its inner temperature will remain 10 degrees lower than the atmospheric one allowing for storage of milk products for up to three days, besides vegetables, fruits and water.

In a decade’s time, the company will expand its product offering to other essentials such as kadhais, tavas, and dinner sets that will be exported to more than 40 countries; and in recognition of an ordinary potter’s extraordinary spirit, Forbes will list Mansukhbhai as one of the seven most powerful rural Indian entrepreneurs.