Private equity firm Ananta Capital has announced the acquisition of a majority stake in personal care startup Phitku, marking a significant milestone for the fast-growing direct-to-consumer brand as it prepares for its next phase of expansion.
While the financial details of the transaction were not disclosed by the company, industry sources earlier pegged the deal at around Rs 100 crore, valuing the startup at nearly Rs 200 crore. The acquisition marks Phitku’s first institutional investment since its inception and underscores increasing investor interest in India’s rapidly expanding clean personal care segment.
Announcing the deal on LinkedIn, Ananta Capital described Phitku as “one of India’s fastest-growing personal care brands” and said the investment reflects its conviction in the emerging ingredient-led personal care category.
Founded by Sumit Marda, Neha Marda and Rahul Dokania, Phitku has built its business around phitkari (alum), a traditional natural ingredient that has long been used in Indian households for personal hygiene. The startup has repositioned alum into a modern personal care proposition, offering products that cater to consumers looking for clean, effective and natural alternatives to conventional deodorants and grooming products.
In its announcement, Ananta Capital highlighted the company’s rapid rise, noting that Phitku has built a profitable, high-growth business in just over a year of operations. The firm attributed the brand’s early success to the founders’ vision and strong consumer acceptance of its products.
“Our investment reflects a strong conviction in the clean personal care category, where consumers are increasingly seeking ingredient-led, effective products,” said Ashutosh Taparia, Founder and Managing Partner at Ananta Capital.
He added that Phitku has successfully modernised a trusted ingredient like alum into a proposition that resonates with today’s consumers and is well positioned to lead the emerging category.
Ananta Capital also confirmed that the founders will continue to lead the business following the acquisition, with the investment aimed at supporting the company’s next phase of growth.
According to reports, the fresh capital will be deployed towards expanding Phitku’s product portfolio, strengthening its omnichannel distribution network, investing in brand building and exploring international markets. The transaction is believed to include both primary capital for business expansion and a secondary component, allowing existing shareholders a partial exit while retaining ownership in the company.
The investment further strengthens Ananta Capital’s presence in India’s consumer sector. The firm has been actively backing high-growth consumer brands across beauty, wellness and lifestyle, with investments in companies including Bella Vita, HipHop, SleepyCat, GNC India and Rubans.
