Ananta Capital takes majority stake in alum-based hygiene brand Phitku
Ananta Capital has acquired a majority stake in Phitku, a D2C odour-protection brand founded in early 2025 with 600,000 customers. Funds will fuel product innovation, distribution across marketplaces and quick-commerce, and selective international expansion, targeting 4-5x growth over two years. Founders retain significant stakes.
Ananta Capital acquired a majority stake in Indian hygiene D2C brand Phitku, an alum-based odour-protection maker selling via D2C, marketplaces and quick-commerce. Funds will back product innovation, distribution and selective international expansion, with founders retaining significant stakes.
Why this matters
Reports peg the Phitku deal at a ₹200 cr valuation and around Rs 100 Cr in size, marking Ananta Capital's bet on the fast-growing D2C deodorant and odour-protection category barely a year after the brand launched.
Retail-brand activity steady with 2,271 signals in the last 90 days.
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