Ananta Capital Takes Majority Stake In D2C Deodorant Brand Phitku
PE firm Ananta Capital has acquired a majority stake in Phitku, the alum-based natural deodorant brand, with founders retaining a partial holding. The brand — profitable within 14 months and serving 6 Lakh customers — is targeting ₹300 Cr ARR and 4-5X growth over the next two years.
PE firm Ananta Capital acquired a majority stake in D2C personal care brand Phitku, maker of alum-based natural deodorants. Founders retain partial stake. Brand targets ₹300 Cr ARR and 4-5X growth over two years.
Why this matters
The deal marks PE firm Ananta Capital's entry into Phitku's cap table, backing an alum-based natural deodorant brand that reached profitability in 14 months and now eyes aggressive ₹300 Cr ARR scaling.
Retail-brand signals steady at 2174 in the last 90 days.