Ananta Capital Acquires Majority Stake in Indian Personal Care Brand Phitku
Mumbai-based private equity firm Ananta Capital has acquired a majority stake in Phitku, a rapidly growing Indian personal care brand specializing in natural alum-based deodorants. Founded in early 2025 by Sumit Marda, Neha Marda, and Rahul Dokania, Phitku has quickly established itself in the clean personal care market. The deal, valued at Rs 200 crore with a Rs 100 crore investment, includes a partial exit for the founders, who will retain significant stakes and continue leading the company’s growth.