Ananta Capital buys majority stake in D2C brand Phitku in Rs 100 Cr deal

PE firm Ananta Capital acquired a majority stake in personal care brand Phitku for ~Rs 100 crore, valuing it at ~Rs 200 crore. Capital will fund product innovation, brand building, quick commerce expansion and international entry, targeting Rs 300 crore ARR and 4x-5x growth over two years.

— Filed Wed, 1 Jul, 2026, 11:52 IST · Source Entrackr · Updated

PE firm Ananta Capital acquired a majority stake in D2C personal care brand Phitku for ~Rs 100 crore, valuing it at ~Rs 200 crore. Funds will boost product innovation, brand building, quick commerce presence, and international expansion.

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