Mumbai-based private equity firm Ananta Capital has acquired a majority stake in the personal care startup Phitku through a combination of primary capital infusion and secondary share purchase, the company confirmed. Founded in early 2025, Phitku specializes in alum-based natural deodorants and operates primarily via its direct-to-consumer platform along with e-commerce and quick-commerce marketplaces.
Phitku’s founders Neha Marda Agrawal, Sumit Marda, and Rahul Dokania will continue to lead the company while retaining a partial stake and receiving a partial exit. The startup, which was bootstrapped before the deal, gained national attention after appearing on Shark Tank India Season 5. The capital infusion is intended to accelerate product development, strengthen branding, and support selective international expansion, according to inc42.com.
Phitku claims to have achieved profitability within 14 months of launch and has served over 600,000 customers across India. The brand plans to maintain a focused portfolio strategy, aiming to establish category leadership in alum-based natural deodorants before expanding into other personal care segments. With the new funding, Phitku targets 4-5X growth over the next two years and an annual recurring revenue of ₹300 crore, positioning itself as a notable player in the natural deodorant market.
Ananta Capital, backed by the Taparia family of Famy C, is a private equity firm and investment management platform. The deal marks a significant step for Phitku as it prepares for accelerated growth and category leadership in the personal care space.