According to people familiar with the situation, private equity firm Ananta Capital purchased the bulk of the direct-to-consumer personal care brand Phitku for about Rs 100 crore, valuing the startup at about Rs 200 crore.
According to a press release from Phitku, the profits will be utilized to boost brand development, expedite product innovation, grow the company’s footprint in D2C, marketplaces, and fast commerce, and strategically enter foreign markets.
The deal, which is structured as a combination of a primary capital infusion and a secondary share purchase, gives Phitku new growth money while allowing its founders to have some liquidity. Rahul Dokania, Neha Marda, and Sumit Marda will continue to be the company’s leaders and hold a sizable portion of the company.
Phitku is a personal care brand that was co-founded in early 2025. Its clean, alcohol-free, and skin-friendly formulas neutralize body odor from its source rather than covering it up with artificial perfumes.
Through ingredient-conscious, scientifically supported solutions designed for Indian climates and daily use, the firm hopes to reinvent body odor treatment.
With its D2C platform, marketplaces, and fast commerce channels, Phitku claims to have grown quickly in its first year and gained the trust of over 6 lakh clients nationwide.
In order to reach an ARR of Rs 300 crore, the brand is aiming for 4x to 5x growth over the next two years, all the while staying dedicated to creating an Indian hygiene brand that is globally relevant and driven by science.
