Acquisition · Commerce & Consumer Brands

Ananta Capital acquires majority stake in Phitku

What they do

Phitku makes alum-based deodorants and personal hygiene products

Ananta Capital bought a majority stake for about ₹100 crore, valuing the company at ₹200 crore

The deal includes primary capital and a secondary share purchase; founders stay on

Ananta Capital, a private equity firm, has acquired a majority stake in Phitku.
The deal is valued at around ₹100 crore.
Phitku is valued at approximately ₹200 crore in this transaction.
The deal includes a primary capital infusion (new money into the company) and a secondary share purchase (existing shareholders sell their shares).
Founders Sumit Marda, Neha Marda, and Rahul Dokania will continue to lead the business and retain a significant stake.
This is Phitku's first institutional funding round.

The deal reflects growing investor appetite for D2C consumer brands in India.
Ananta Capital already has a portfolio in beauty and wellness, including fragrances, nutraceuticals, skincare, haircare, and personal care.
Phitku has been profitable since inception and has served over 6 lakh customers.

Phitku is an Indian D2C personal care brand founded in early 2025.
It makes alum-based deodorants and personal hygiene products.
The key ingredient is alum (phitkari), a cosmetic-grade mineral that neutralises body odour at the source.
Products are clean, alcohol-free, and skin-friendly.
Variants include Alum Infused Crystal Roll-On Stick in Charcoal, Natural, Turmeric, and Aloe Vera.
One roll-on lasts 3-5 months with normal daily use.
Products are dermatologically tested and cruelty-free (not tested on animals).
Phitku sells via its own D2C platform, online marketplaces, and quick commerce channels.

Phitku will use the funds to accelerate product innovation and strengthen brand-building.
It plans to expand distribution across D2C, marketplaces, and quick commerce.
It also plans selective international expansion.
The company targets 4x-5x growth over the next two years, aiming for an ARR of ₹300 crore.
It aims to become India's leading science-led personal hygiene brand and a globally recognised brand.

Ananta Capital (buyer) — A private equity firm with a portfolio in beauty and wellness, including fragrances, nutraceuticals, skincare, haircare, and personal care.