Consumer-focused private equity firm Ananta Capital has acquired a majority stake in direct-to-consumer personal care brand Phitku in a transaction valued at approximately Rs 100 crore. The investment rounds off the equity valuation of the early-stage startup at around Rs 200 crore, according to individuals familiar with the development.
The deal structure involves a combination of fresh primary capital infusion into the entity alongside a secondary share purchase, facilitating partial liquidity for the original promoters.
The capital inflow arrives at a time when institutional investors are increasingly backing niche hygiene and specialized grooming brands that demonstrate quick product-market fit. Phitku intends to deploy the fresh capital to build out its research pipeline, expand its domestic footprint across multi-channel marketplaces, and establish initial distribution channels within international markets.
Where Funding Goes?
The domestic personal care market is currently undergoing a structural shift as regional brands challenge established conglomerates by targeting specific consumer pain points. Co-founded in early 2025 by Sumit Marda, Neha Marda, and Rahul Dokania, Phitku focused its product line on clean, alcohol-free formulations designed specifically to counter body odor under Indian tropical weather conditions.
The brand reported that the current management team will retain a significant equity minority position and continue to oversee the daily operations and strategic execution of the company.
Data shared by the company indicates that the brand expanded its reach to over 6 lakh customers nationwide within its initial year of commercial operations. This consumer acquisition was primarily driven by direct-to-consumer digital storefronts, mainstream e-commerce marketplaces, and rapid fulfillment platforms like quick commerce, which have emerged as critical volume drivers for modern consumer brands.
"The transaction provides Phitku with fresh growth capital while enabling partial liquidity for its founders," the company stated in an official announcement regarding the strategic stake sale. "The proceeds will be used to accelerate product innovation, strengthen brand building, deepen the company's presence across D2C, marketplaces and quick commerce, and selectively expand into international markets."
Why This Matters?
With the rapid adoption of ten-minute delivery platforms across tier-1 and tier-2 cities, emerging consumer brands face escalating pressure to maintain capital-intensive inventory networks. For a young brand, the partnership with an institutional investor like Ananta Capital provides the financial cushion required to sustain supply chain overheads and compete for digital visibility against well-funded incumbents.
The investment will also help the startup scale its physical presence, as digital-first brands eventually require offline distribution depth to sustain long-term growth. The capital backing allows the firm to optimize its unit economics while aggressively bidding for market share in the premium hygiene segment.
The company has set an internal revenue target to achieve a four-fold to five-fold growth trajectory over the next two years. This expansion plan is mapped to hit an annualized revenue run rate of Rs 300 crore, supported by the introduction of newer product stock-keeping units in the personal hygiene category.
"The company aims to redefine body odour management through science-backed, ingredient-conscious products developed for Indian climate conditions and everyday use," the management team noted. The leadership group emphasized that the long-term objective remains centered on building a globally relevant, science-led hygiene brand out of the domestic market.
About the Companies
Ananta Capital is a sector-focused private equity firm that invests heavily in consumer brands, technology, and healthcare businesses, providing operational expertise alongside capital. Phitku is an Indian direct-to-consumer personal care startup specializing in science-backed, alcohol-free, and skin-friendly body odor management products tailored for local climate demands.
