Private equity firm Ananta Capital has acquired a majority stake in direct-to-consumer (D2C) personal care startup Phitku in a transaction valued at around ₹100 crore, giving the fast-growing hygiene brand an overall valuation of approximately ₹200 crore.
The investment marks a significant milestone for the young startup, providing fresh capital to accelerate innovation, strengthen its market presence, and support long-term expansion plans. The deal has been structured as a combination of a primary capital infusion and a secondary share purchase, enabling the company to secure growth capital while also offering partial liquidity to its founders.
Despite the majority stake acquisition, Sumit Marda, Neha Marda, and Rahul Dokania will continue to lead the business and retain a significant ownership stake, ensuring continuity in the company’s strategic direction.
Founded in early 2025, Phitku has quickly emerged as a disruptive player in India’s personal care industry by focusing on clean, alcohol-free, and skin-friendly body odour solutions. Unlike conventional deodorants that mask odours with synthetic fragrances, the brand develops science-backed formulations that neutralize body odour at its source, specifically designed for India’s climate and daily lifestyle.
The company plans to deploy the new funding towards expanding its product portfolio, investing in research and product innovation, strengthening brand-building initiatives, enhancing its presence across D2C platforms, online marketplaces, and quick commerce channels, while also exploring selective international expansion opportunities.
Within just its first year of operations, Phitku claims to have built a customer base of over 6 lakh consumers across India through its direct-to-consumer platform and leading e-commerce and quick commerce marketplaces.
Looking ahead, the startup has set ambitious growth targets, aiming to achieve 4x–5x business growth over the next two years and reach an Annual Recurring Revenue (ARR) of ₹300 crore. The company also aspires to establish itself as a globally recognized, science-led hygiene brand originating from India.
The investment reflects growing investor confidence in India’s rapidly expanding D2C personal care segment, where consumers are increasingly seeking ingredient-conscious, effective, and innovative hygiene products tailored to local needs.
By: Arushi Agarwal
