Ananta Capital Takes Majority Stake In D2C Deodorant Brand Phitku
PE firm Ananta Capital has acquired a majority stake in bootstrapped alum-based deodorant brand Phitku via primary and secondary purchase, with founders taking partial exit while retaining a stake. Phitku, which counts 6 Lakh customers, targets ₹300 Cr ARR and 4-5X growth over the next two years.
PE firm Ananta Capital acquired a majority stake in bootstrapped D2C alum-based deodorant brand Phitku via primary and secondary purchase. Founders retain stake with partial exit. Phitku targets ₹300 Cr ARR and 4-5X growth over two years.
Why this matters
Phitku's majority-stake sale to Ananta Capital marks a PE entry into a bootstrapped D2C personal care brand, with founders staying on partially to chase ₹300 Cr ARR.
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