Ananta Capital acquires majority stake in hygiene brand Phitku

Ananta Capital has acquired a majority stake in hygiene brand Phitku, highlighting investor interest in science-led personal care brands.

The deal shows increasing confidence in businesses that focus on ingredient transparency and evidence-based formulations at a time when consumers are paying closer attention to what goes into everyday personal care products.

The transaction combines a primary capital infusion with a secondary share purchase, providing fresh funding for expansion while giving the founders partial liquidity.

Phitku’s founders, Sumit Marda, Neha Marda, and Rahul Dokania, will continue to lead the company and retain a significant shareholding.

Founded in early 2025, the company claims it has remained profitable since launch and that this is its first institutional investment after operating as a fully bootstrapped business.

Phitku develops body odour protection products using alum, a naturally occurring mineral that has traditionally been used in India for personal care. Rather than masking odour with fragrance, the company claims its alcohol-free formulations are designed to neutralise odour at its source.

It has built its business through direct-to-consumer sales, online marketplaces and quick-commerce platforms, which offer rapid delivery of everyday products. The company asserts it has served more than six lakh customers in just over a year.

“What drew us to Phitku was the category itself. Consumers today are increasingly seeking cleaner personal care products and paying closer attention to ingredients, while odour protection remains a large category with limited innovation,” said Ashutosh Taparia, Founder and Managing Partner at Ananta Capital.

“Phitku has modernised a trusted ingredient like alum and built a proposition that resonates with today’s consumers,” he added.

The investment also reflects broader shifts across India's beauty and personal care sector. Demand for clean-label, ingredient-conscious and dermatologist-backed products has accelerated in recent years, alongside strong growth in digital-first brands.

Established consumer goods companies have also expanded premium and natural product portfolios, while investors continue to back specialist brands targeting niches such as skin care, hair care and hygiene.

Quick-commerce platforms are becoming an increasingly important sales channel for personal care products, helping newer brands reach consumers more rapidly.

For Phitku, the funding is intended to support product innovation, strengthen distribution and selectively expand into international markets.

“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,” said Sumit Marda, Co-founder and Chief Executive Officer, Phitku.

The company said it plans to remain focused on a limited number of categories rather than rapidly expanding its product range, while targeting four to five-fold growth over the next two years.