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Private equity firm Ananta Capital has acquired a majority stake in Phitku, a direct to consumer personal care brand, in a transaction valued at approximately Rs 100 crore. The deal places the company’s valuation at nearly Rs 200 crore, marking a significant milestone for the young startup less than two years after its inception.
The investment has been structured as a combination of primary capital infusion and secondary share purchase. This dual structure serves two purposes: it injects fresh growth capital directly into the company while also allowing the founding team partial liquidity on their existing holdings.
Leadership Continuity
Importantly, founders Sumit Marda, Neha Marda and Rahul Dokania will continue to steer the company, retaining a meaningful stake in the business even after the transaction. Their continued involvement signals confidence in the brand’s long term direction and ensures operational continuity through this growth phase.
About Phitku
Phitku was co-founded in early 2025 with a clear mission – to change how consumers think about body odour management. Rather than relying on synthetic fragrances to mask odour, the brand’s formulations are alcohol-free and designed to neutralise body odour at its source. This science backed, ingredient conscious approach has been tailored specifically for Indian climatic conditions, positioning the brand as a locally relevant alternative in a category traditionally dominated by global players.
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Customer Traction
In a relatively short span, Phitku has reported strong early momentum, claiming to have served more than 6 lakh customers through a combination of its own D2C platform, third party marketplaces and quick commerce channels. This multi channel approach has allowed the brand to build both scale and visibility across diverse consumer touchpoints.
Use of Funds
With this fresh capital, Phitku plans to intensify its focus on product innovation and strengthen its brand building efforts. The company also intends to deepen its footprint across existing distribution channels while exploring selective opportunities in international markets, signalling ambitions beyond the domestic market.
Growth Outlook
Looking ahead, Phitku has set an ambitious growth target — aiming for a 4x to 5x increase in scale over the next two years to reach an annual recurring revenue of Rs 300 crore. This trajectory reflects the company’s confidence in the personal care segment’s growth potential, particularly within the fast evolving D2C and quick commerce ecosystem in India.
