Ananta Capital Acquires Majority Stake in Personal Care Firm Phitku

Ananta Capital has acquired a majority stake in Phitku, a personal care and hygiene brand.

Financial details of the deal were not disclosed. Entrepreneur India has learned that the deal size is nearly INR 100 crore at a valuation of INR 200 crore. The funding also marks Phitku’s first institutional funding. 

Founded in early 2025 by Sumit Marda, Neha Marda and Rahul Dokania, Phitku says it had been bootstrapped and remained profitable. Following the funding, founders will continue to run the brand.

“Beyond capital, the partnership brings strategic expertise and institutional backing that will help accelerate product innovation, strengthen brand building and deepen Phitku’s presence across D2C, quick commerce, marketplaces, and selectively expand into international markets as it builds India’s leading science-led hygiene brand,” the company said in a statement. 

Phitku sells alum-based products for body odour management. The company says it uses clean, alcohol-free and skin-friendly formulations to work for Indian climate conditions and everyday uses. Phitku says it has scaled rapidly in its first year, “earning the trust of more than 6 lakh customers across the country.”

With Ananta Capital coming on board as a partner, the company is now looking to expand its purview to global markets, and is targeting 4-5x growth over the next two years to reach an ARR of INR 300 crore.

Commenting on the partnership, 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. As a team, we’ve stayed focused on one thing: building products that are clean, safe, and that actually work. For us, efficacy and safety aren’t trade-offs; they go hand in hand. In a market where consumers have grown weary of brands that over-promise and under-deliver, we set out to bring back something simpler,  pure trust and lasting loyalty. In just over a year, that approach has helped us build a community of over 6 lakh customers, reaffirming the demand for clean, effective, and ingredient-conscious hygiene solutions.”

“Partnering with Ananta Capital is an important milestone for us. This is about far more than capital. 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.”