Ananta Capital Acquires Majority Stake in Phitku
Ananta Capital has acquired a majority stake in Phitku, one of India's fastest growing personal care brands, according to a press release from the company. Phitku, founded in early 2025 by Sumit Marda, Neha Marda, and Rahul Dokania, is a digitally native brand centered on alum (phitkari), a traditional natural ingredient used for odor protection. The brand has modernized this ingredient into a range of clean, effective products that are free from alcohol, artificial fragrances, and harsh chemicals.
Rapid Growth and Profitability
In just over a year, Phitku has established itself as a leading natural odor protection brand in India. It has scaled rapidly across digital commerce platforms while maintaining profitability—a rare achievement for a brand at this stage. The founders will retain a significant stake in Phitku and continue to lead the brand's next phase of growth.
Investor Perspectives
Ashutosh Taparia, part of the Taparia family and Founder & Managing Partner of Ananta Capital, commented: "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 odor protection remains a large category with limited innovation. Phitku has modernized a trusted ingredient like alum and built a proposition that resonates with today's consumers. We believe the brand is well positioned to lead this emerging category."
Sanjeev Taparia, also part of the Taparia family, added: "We have been impressed by what the founders have built in such a short period of time. Going forward, we see an opportunity to build Phitku into a broader clean personal care platform by leveraging our consumer ecosystem, distribution network, product development capabilities, and international presence."
Founders' Vision
Sumit Marda, Co-Founder & CEO of Phitku, said: "Phitku started with a simple mission, to create personal care products that are clean, effective, and easy to trust. We saw an opportunity to bring back a time-tested ingredient in a format that fits modern lifestyles and consumer expectations. The response from consumers over the last year has been very encouraging, and we are excited to partner with Ananta Capital as we enter the next phase of growth."
Rahul Dokania, Co-Founder & Chief Product Officer, added: "Our focus has been on creating products with simple ingredients and proven efficacy. With Ananta's support, we look forward to expanding our product portfolio and bringing our philosophy of clean personal care to more consumers."
Neha Marda, Co-Founder & Brand Voice, stated: "Building Phitku has been about earning a place in people's everyday routines through honesty and simplicity."
Strategic Implications
The investment strengthens Ananta Capital's presence in the beauty and wellness sector, where it has built a portfolio of category-leading brands across fragrances, nutraceuticals, skincare, haircare, and personal care. Phitku's focus on natural ingredients aligns with growing consumer demand for cleaner personal care options.
