Ananta Capital takes majority stake in alum-based D2C brand Phitku at ₹200 cr valuation
Ananta Capital has acquired a majority stake in Phitku, an Indian alum-based personal care and hygiene D2C brand, in a deal pegged at about ₹100 crore. The transaction values the 14-month-old brand at ₹200 crore, a steep multiple for such an early-stage business.
Ananta Capital acquired a majority stake in Phitku, an Indian alum-based personal care and hygiene D2C brand, in a deal pegged at about ₹100 crore valuing the 14-month-old brand at ₹200 crore.
Why this matters
Multiple signals confirm Ananta Capital's majority stake in D2C deodorant brand Phitku via a ~₹100 crore deal, underscoring investor appetite for early-stage personal care brands despite steep valuations.
Retail-brand activity holding steady with 2,210 signals over the past 90 days.