The investment firm takes a controlling stake in the profitable D2C personal care startup
Investment firm Ananta Capital has acquired a majority stake in direct-to-consumer (D2C) personal care startup Phitku, in one of the fastest founder partial exits in India’s startup ecosystem. The transaction comes around 14 months after the company was founded, with Co-founders Sumit Marda, Neha Marda and Rahul Dokania continuing to lead the business while retaining a significant stake.
According to sources, the transaction is valued at around Rs 100 crore, implying an overall valuation of nearly Rs 200 crore. The company has not disclosed the financial details.
Structured as a mix of primary capital infusion and secondary share purchase, the deal provides fresh growth capital to the company while allowing the founders to monetise part of their holdings.
The investment is also Phitku’s first institutional funding round. Since its launch in early 2025, the company has operated as a bootstrapped and profitable business.
Expansion Roadmap
Phitku develops science-backed, alum-based formulations for body odour management and says it has served more than six lakh customers through its D2C platform, ecommerce marketplaces and quick-commerce channels in just over a year.
The company plans to use the fresh capital to accelerate product development, strengthen its brand and expand its presence across D2C, quick-commerce and marketplace channels. It also intends to selectively enter international markets.
With Ananta Capital’s backing, Phitku is targeting four-to-five-fold growth over the next two years and aims to achieve annual recurring revenue (ARR) of Rs 300 crore.
Ashutosh Taparia, Founder and Managing Partner, Ananta Capital, said the firm was attracted by the growing demand for cleaner personal care products and saw significant potential in Phitku’s science-led approach to the body odour category. He added that the company was well positioned to emerge as a leader in the segment.
Sanjeev Taparia said Ananta Capital would leverage its consumer ecosystem, distribution network, product development capabilities and international presence to help Phitku evolve into a broader clean personal care platform.
Growth Strategy
Sumit Marda, Co-founder and Chief Executive Officer, Phitku, said the company was founded with the objective of building a science-led personal care brand centred on trust, safety and product efficacy. He added that the response from more than six lakh customers in just over a year reflected rising consumer demand for clean and effective hygiene solutions.
Marda said the partnership with Ananta Capital extended beyond funding, bringing strategic expertise and operational capabilities that would help accelerate innovation, strengthen distribution across domestic and international markets and support the company’s long-term growth ambitions.
Founded in 2025, Phitku has built its portfolio around alum-based, alcohol-free and skin-friendly formulations designed to eliminate body odour at its source instead of masking it with artificial fragrances.
Going forward, the company plans to deepen its presence in focused hygiene categories before expanding into adjacent segments, as it works towards building a globally relevant, science-led personal hygiene brand from India.
