Ananta Capital has acquired a majority stake in Phitku, a D2C personal care brand, in a deal valued at around Rs. 100 crore, according to Moneycontrol. The acquisition gives Phitku a stronger platform to grow beyond its early online customer base and enter the next stage of brand building.

Phitku was founded in 2024 by actor and entrepreneur Neha Marda, her brother Sumit Marda, and Rahul Dokania. The brand became widely noticed after its appearance on Shark Tank India Season 5, where the founders pitched Phitku as a natural alternative to regular deodorants.

This deal is important because India’s personal care market is moving fast. Customers are looking beyond basic sprays and strong fragrances. Many now want products that feel safer on skin, are easier to understand, and come from brands with a clear purpose.

What Phitku sells

Phitku’s main product is a deodorant stick made with refined alum stone and natural ingredients. The brand positions it as an option for people who want odour protection without using regular deodorant sprays.

The product story is personal. Neha Marda had spoken earlier about facing body odour and underarm pigmentation concerns after pregnancy. That experience became one of the reasons behind building Phitku.

This makes the brand more relatable. Instead of selling a generic beauty product, Phitku is trying to solve a daily problem that many people feel shy to discuss.

Why Ananta Capital acquired Phitku

The purpose of this acquisition is likely growth, structure and wider distribution.

Phitku already had visibility because of its Shark Tank India appearance and celebrity founder story. But growing a D2C brand needs more than attention. It needs money, supply chain control, marketing discipline, retail access and a strong team.

Ananta Capital can help Phitku move from a founder-led online brand to a larger personal care business. The company may also help Phitku improve operations, expand product lines and enter offline stores, quick commerce platforms and beauty retail channels.

For Ananta Capital, this is a bet on a repeat-use category. Deodorant is not a one-time purchase. If customers like the product, they can buy again regularly. That makes the category attractive for investors.

Why the Rs. 100 crore deal matters

A Rs. 100 crore deal gives Phitku a serious valuation and shows investor confidence in its future.

It also shows that D2C personal care is still an active space in India. Even though many startups have struggled with high marketing costs, focused brands with clear products can still attract capital.

Phitku has a simple pitch – natural deodorant for odour care. If the company can keep the product quality strong and make the price more acceptable for a wider audience, it can grow beyond its early followers.

Competitors in the market

Phitku competes with large deodorant brands such as Nivea, Dove, Rexona, Engage, Fogg, Yardley and Park Avenue.

It also competes with newer D2C personal care brands such as Plum, The Man Company, mCaffeine, Earth Rhythm, Juicy Chemistry, Vilvah and Minimalist in the broader clean personal care space.

The challenge for Phitku is habit change. Many Indian buyers are used to spray deodorants with strong fragrance and lower pricing. Phitku will need to explain why its deodorant stick is different and why it is worth trying.

What could happen next

After the Ananta Capital deal, Phitku may expand its product range. A brand built around body odour care can move into roll-ons, body wash, underarm care, foot care, intimate hygiene or fragrance-free personal care products.

Offline retail may also become important. Personal care buyers often like to see or test a product before buying. If Phitku reaches beauty stores, pharmacies and modern retail outlets, it can build trust with new customers.

Quick commerce can also help. Deodorant is a product people often need quickly, so availability on fast-delivery apps can improve repeat purchases.

Conclusion with key takeaways

Ananta Capital’s majority stake acquisition in Phitku is a strong signal for India’s D2C personal care market. The deal gives Phitku capital and support to scale, while Ananta gets access to a young brand in a high-repeat category.

Key takeaways

• Ananta Capital acquired a majority stake in Phitku in a Rs. 100 crore deal.
• Phitku was founded in 2024 by Neha Marda, Sumit Marda and Rahul Dokania.
• The brand is focused on natural deodorant and body odour care.
• The acquisition may help Phitku expand products, distribution and retail presence.
• Its main challenge will be pricing, customer education and competing with established deodorant brands.

Facts Input- MoneyControl, ET