Mumbai-based private equity firm Ananta Capital has acquired a majority stake in the direct-to-consumer personal care brand, Phitku. The deal, structured as a combination of primary capital infusion and secondary share purchase, marks the first institutional funding for the bootstrapped startup. Phitku, known for its innovative alum-based natural deodorants, has demonstrated remarkable growth since its inception in early 2025.
A Strategic Partnership for Growth
The transaction provides Phitku with significant growth capital while also offering a partial exit for its founders, Sumit Marda, Neha Marda, and Rahul Dokania. They will continue to lead the company's operations and retain a significant stake, reinforcing their long-term commitment to the brand's vision. This strategic alliance is designed to accelerate Phitku's journey from a promising startup to a market leader in its category.
With this new investment, Phitku plans to enhance product development, strengthen its brand-building initiatives, and explore selective international markets. The company has set an ambitious target to grow four to five times over the next two years, aiming for an annual revenue run rate of ₹300 crore. This capital injection will be pivotal in scaling operations and expanding its distribution across various e-commerce and quick-commerce platforms.
Phitku's Rapid Ascent in Personal Care
Founded in early 2025, Phitku carved a niche by modernizing alum, a traditional ingredient known for its odor-protection properties. The brand successfully developed a range of clean, effective products free from alcohol and harsh chemicals, resonating with health-conscious consumers. Remarkably, the company achieved profitability within 14 months of its launch while remaining entirely bootstrapped, a rare feat in the D2C space.
The brand's rapid success is underscored by its impressive customer base, having served over 600,000 consumers across India in just over a year. Phitku gained significant national visibility after its appearance on Shark Tank India Season 5, which further boosted its market presence. The company's strategy focuses on establishing deep leadership in the natural deodorant category before diversifying its product portfolio.
Ananta Capital's Expanding Consumer Portfolio
Ananta Capital, backed by the Taparia family of Famy Care Group, is an investment platform with a keen focus on consumer, healthcare, and retail sectors. This acquisition strengthens its presence in the beauty and wellness space, where it already manages a portfolio of leading brands. Through its affiliate, The Guardian Group, Ananta operates brands like Bella Vita, HipHop, and the Indian franchise of GNC.
Ashutosh Taparia, Founder of Ananta Capital, noted that the firm was drawn to the innovation within the large odor-protection category. He highlighted Phitku's success in modernizing a trusted ingredient to meet the demands of today's consumers seeking cleaner personal care alternatives. The firm plans to leverage its extensive ecosystem and distribution network to transform Phitku into a broader clean personal care platform.
This acquisition is a significant milestone for Phitku, validating the market's growing appetite for science-led, ingredient-conscious personal care brands. The partnership with Ananta Capital provides not just capital but also strategic expertise to navigate the next phase of expansion. As Phitku aims for global reach, this deal exemplifies a broader industry trend of established firms investing in agile D2C startups to innovate and capture new consumer segments.