Ananta Capital has acquired a majority stake in Phitku, the personal care and hygiene brand known for its alum-based formulations. Sources pegged the deal size at about ₹100 crore valuing the D2C brand at ₹200 crore, which was launched about 14 months ago.
The deal is structured as a combination of primary capital infusion and a secondary share purchase. The funds raised will provide Phitku with fresh growth capital while also giving a partial exit for the founders.
Founded in early 2025 by Sumit Marda, Neha Marda and Rahul Dokania, the brand has so far served nearly 6 lakh customers. Phitku had so far been bootstrapped, making Ananta Capital’s investment the company’s first institutional funding.
“Sumit Marda, Neha Marda and Rahul Dokaniawill continue to lead the company while retaining a significant stake in the business,” a statement said.
The funds will be deployed to accelerate product innovation, strengthen brand building and deepen Phitku’s presence across D2C, quick commerce, marketplaces, and selectively expand into international markets.
Ashutosh Taparia, Founder & Managing Partner, Ananta Capital, said,” Consumers today are increasingly seeking cleaner personal care products and paying closer attention to ingredients, while odor protection remains a large category with limited innovation. Phitku has modernized a trusted ingredient like alum and built a proposition that resonates with today’s consumers. We believe the brand is well positioned to lead this emerging category.”
Sanjeev Taparia, part of the Taparia family, added: “Going forward, we see an opportunity to build Phitku into a broader clean personal care platform by leveraging our consumer ecosystem, distribution network, product development capabilities, and international presence.”
The brand is learnt to be aiming for 4-5x growth over the next two years to reach an ARR of ₹300 crore.
Sumit Marda, Co-founder & CEO of Phitku, said: “Phitku was founded with a simple vision, to build a science-led personal care brand that consumers can genuinely trust. Ananta brings the strategic expertise, operational experience, and long-term vision to help us build Phitku into a true personal hygiene platform, one that scales responsibly, accelerates innovation, and strengthens our distribution across both Indian and international markets. Together, we aim to build Phitku into India’s leading science-led personal hygiene brand.”