Ananta Capital buys majority stake in D2C personal care brand Phitku
Ananta Capital has acquired a controlling stake in Gurugram-based Phitku, known for alum-crystal deodorants, marking the brand's first institutional funding. The deal underscores accelerating consolidation of founder-led Indian beauty and personal care brands by larger platforms.
Ananta Capital acquired a controlling stake in Gurugram D2C personal care brand Phitku, known for alum-crystal deodorants. Deal marks Phitku's first institutional funding, reflecting continued consolidation of founder-led Indian beauty brands by larger players.
Why this matters
The buyout is Phitku's first institutional funding, with reports citing a ₹200 crore valuation and a ~₹100 crore deal size for the alum-based hygiene brand. It fits a wider pattern of platforms absorbing founder-led BPC brands.
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