Ananta Capital buys majority stake in Phitku
Private equity firm Ananta Capital has acquired a majority stake in D2C deodorant brand Phitku in a Rs 100 crore deal that values the profitable startup at about Rs 200 crore.
- Rs 100 crore deal implying a valuation of about Rs 200 crore
- Structured as a primary capital infusion plus a secondary share purchase
- Founders Sumit Marda, Neha Marda and Rahul Dokania stay on and retain a stake
- Phitku sells alum based deodorants and has served over 600,000 customers
The deal
Private equity firm Ananta Capital has acquired a majority stake in direct to consumer personal care brand Phitku in a transaction valued at Rs 100 crore, according to Entrackr. The deal implies a valuation of roughly Rs 200 crore and is structured as a combination of a primary capital infusion and a secondary share purchase.
Founded in early 2025, Phitku sells alum based deodorants and personal hygiene products built on clean, alcohol free formulations. Entrackr reports the brand has stayed profitable since inception and has served more than 600,000 customers. Founders Sumit Marda, Neha Marda and Rahul Dokania will continue to lead the company while retaining a significant stake.
What is next
The company said the capital will accelerate product innovation, strengthen brand building, expand across D2C, marketplaces and quick commerce, and support selective entry into international markets.
Why it matters for Indian brands: a barely one year old, bootstrapped label commanding a Rs 200 crore valuation shows that disciplined, profitable D2C personal care brands now have credible early exit and growth capital options. For founders, it points to a maturing acquirer base in India willing to back category leaders quickly rather than waiting for scale.
Zane’s analysis draws on original reporting by Entrackr. Read the original report.