Business Remedies | Rajshree Upadhyaya | July 05, 2025 | Driven by a firm resolve to develop fire safety solutions after experiencing personal tragedy, Roshan Mishra, along with his wife Ankita Gandhi, launched the Brandsdaddy Auto Fire Extinguisher Ball, establishing a notable position for themselves. Their business journey is rooted in personal loss and an unwavering mission to transform India’s outlook on fire safety.
Roshan Vivekanand Mishra’s painful memory of losing his modest family home to a horrific fire during his childhood in Mumbai never faded. The trauma of being forced to sleep at Kandivali railway station and witnessing his father’s breakdown left an indelible mark on him, constantly reminding him how vulnerable ordinary people are in emergencies. Years later, Roshan built a corporate career and gained expertise in the insurance sector with companies like Bharti AXA, Tata AIG, AIA, and Manulife in Vietnam.
However, in 2017, the trauma resurfaced when a devastating fire at Kamala Mills in Mumbai claimed many lives. That tragic event reignited his determination to create a fire safety solution that anyone – even a child – could use without training or risking their life.
Established Presence Before Shark Tank India Appearance
Sharing a vision for practical, life-saving innovations with his wife and co-founder Ankita Gandhi Mishra, Roshan set out to design a product that was simple, accessible, and effective. After four years of bootstrapped R&D, the couple launched the Brandsdaddy Auto Fire Extinguisher Ball (AFE) in 2013. The compact, maintenance-free AFE ball has a shelf life of five years and is designed to explode upon contact with fire, releasing a dry chemical powder that extinguishes flames within seconds.
Its ease of use and portability make it a revolutionary alternative to traditional fire extinguishers, which often require training and quick thinking in high-stress moments. Even before appearing on Shark Tank India, Brandsdaddy had already gained recognition in key sectors. Their products, manufactured in a Nashik plant, were adopted by schools, hospitals, corporates, the Border Security Force (BSF), Indian Oil Corporation, and several government agencies.
With a healthy gross margin of 60% and a net profit margin of about 10%, their revenue rose from Rs. 51 lakh in FY 2020-21 to Rs. 1.45 crore in FY 2021-22, with consistent monthly sales reaching Rs. 12 lakh.
Gaining Trust Through Quality Certifications and Institutional Buyers
In Shark Tank India Season 2, Episode 4, their pitch showcased the power of their innovation. During a live demo, the AFE ball was thrown into a fire-filled safety box, extinguishing the flames within seconds – impressing the sharks. They sought Rs. 70 lakh for 5% equity, valuing the company at Rs. 14 crore. While all the sharks acknowledged the need for scalable fire safety solutions, some expressed concerns over market differentiation and B2C scalability.
Vineeta Singh and Peyush Bansal opted out due to limited alignment with their expertise. However, Namita Thapar recognized the product’s strong potential in the B2B segment and offered Rs. 35 lakh for 5% equity, plus Rs. 35 lakh as a loan at 12% interest – bringing the valuation to Rs. 7 crore. Though Roshan and Ankita countered to improve the equity-to-loan ratio, they ultimately accepted Namita’s original offer, valuing her advice, network, and strategic guidance.
Post-Shark Tank, Brandsdaddy gained significant momentum. They expanded manufacturing in Nashik, formed a strategic partnership with Niagara Fire Corp in Canada, and began planning distribution in new markets like the Maldives. Their 100% Made-in-India identity, strict quality certifications, and practical design have continued to earn trust, especially among institutional buyers.
Empowering Citizens to Control Small Fires
Their journey has not been without challenges. Some critics questioned the originality of the AFE ball, pointing to similar global
fire extinguisher balls and crediting Thailand-based Phanawatn Khammart as the original inventor. Roshan addressed these concerns by emphasizing Brandsdaddy’s safety certifications, quality control, and established reputation in India’s fire safety ecosystem.
Despite mixed opinions, Brandsdaddy continues to grow, delivering fire safety solutions to homes, corporates, schools, government bodies, and security forces across India. In a country where over 66% of fire stations, 78% of equipment, and 90% of fire crews are under-resourced, Brandsdaddy’s mission is to empower citizens to control small fires before they become deadly disasters. For Roshan and Ankita, Brandsdaddy is not just a product – it’s a personal promise to prevent others from experiencing the trauma that once shaped their lives.
Written & Edited By:
Rajshree Upadhyaya
