Private Equity Firm Ananta Capital Acquires Stake in Phitku

Private equity firm Ananta Capital has made a strategic move by securing a majority stake in direct-to-consumer personal care brand Phitku. This deal, valued at approximately Rs 100 crore, places the startup’s valuation at around Rs 200 crore, as per reliable sources.

Investment Focus for Growth

The capital raised from this acquisition will be channelled into various growth initiatives. Phitku aims to accelerate product innovation, enhance brand presence, and expand its footprint across D2C, marketplaces, and quick commerce sectors. Additionally, selective expansion into international markets is part of their strategy, as noted in a press release.

Transaction Structure

This deal is structured as a combination of new capital infusion and secondary share acquisition, providing Phitku with essential growth funds while also offering partial liquidity to the company’s founders. Executives Sumit Marda, Neha Marda, and Rahul Dokania will continue to oversee the company’s operations, retaining a significant ownership stake in the business.

About Phitku

Founded in early 2025, Phitku is committed to personal care, specialising in clean, alcohol-free, and skin-friendly products designed to neutralise body odour rather than merely masking it with synthetic fragrances. The brand’s vision is to revolutionise body odour management using scientifically-backed and ingredient-conscious formulations tailored for the Indian climate.

Rapid Growth and Customer Trust

In its inaugural year, Phitku has reportedly experienced swift growth, gaining the trust of over 6 lakh customers nationwide through its D2C platform, marketplaces, and quick commerce channels. The brand is targeting a remarkable 4x to 5x growth over the next two years, aiming for an annual recurring revenue (ARR) of Rs 300 crore. Phitku remains dedicated to building a globally recognised, science-driven hygiene brand originating from India.