Ananta Capital has acquired a majority stake in Phitku, one of India’s fastest-growing personal care brands, marking a significant investment in the country’s rapidly expanding clean beauty and wellness sector. The strategic acquisition will help Phitku accelerate product innovation, broaden its portfolio, and strengthen its presence across India’s personal care market.
Founded in early 2025 by Sumit Marda, Neha Marda, and Rahul Dokania, Phitku has quickly emerged as a digitally native personal care brand centered around alum (phitkari), a natural ingredient that generations of consumers have traditionally used for odor protection. The company has modernized this trusted ingredient by developing a range of clean personal care products that do not contain alcohol, artificial fragrances, or harsh chemicals.
Within just over a year of operations, Phitku has established itself as one of India’s leading natural odor protection brands. The company has achieved rapid growth across digital commerce platforms while simultaneously building a profitable business, an uncommon accomplishment for a consumer startup at such an early stage.
Despite Ananta Capital acquiring a majority stake, the founding team will continue to retain a significant ownership interest in the company. Moreover, Sumit Marda, Neha Marda, and Rahul Dokania will continue leading the business and driving its next phase of expansion.
Commenting on the investment, Ashutosh Taparia, part of the Taparia family and Founder & Managing Partner of Ananta Capital, said: “What drew us to Phitku was the category itself. Consumers today are increasingly seeking cleaner personal care products and paying closer attention to ingredients, while odor protection remains a large category with limited innovation. Phitku has modernized a trusted ingredient like alum and built a proposition that resonates with today’s consumers. We believe the brand is well positioned to lead this emerging category.”
Highlighting the company’s long-term vision for the brand, Sanjeev Taparia, part of the Taparia family, added: “We have been impressed by what the founders have built in such a short period of time. Going forward, we see an opportunity to build Phitku into a broader clean personal care platform by leveraging our consumer ecosystem, distribution network, product development capabilities, and international presence.”
Sharing his perspective on the partnership, Sumit Marda, Co-Founder & CEO of Phitku, said: “Phitku started with a simple mission, to create personal care products that are clean, effective, and easy to trust. We saw an opportunity to bring back a time-tested ingredient in a format that fits modern lifestyles and consumer expectations. The response from consumers over the last year has been very encouraging, and we are excited to partner with Ananta Capital as we enter the next phase of growth.”
Meanwhile, Rahul Dokania, Co-Founder & Chief Product Officer of Phitku, added: “Our focus has been on creating products with simple ingredients and proven efficacy. With Ananta’s support, we look forward to expanding our product portfolio and bringing our philosophy of clean personal care to more consumers.”
Additionally, Neha Marda, Co-Founder & Brand Voice of Phitku, said: “Building Phitku has been about earning a place in people’s everyday routines through honesty and simplicity.”
The acquisition further strengthens Ananta Capital’s growing presence in India’s beauty and wellness sector. Over the years, the investment firm has built a diversified portfolio comprising category-leading brands across fragrances, nutraceuticals, skincare, haircare, and personal care, reflecting its continued focus on high-growth consumer businesses.
The investment also highlights rising investor confidence in India’s clean beauty and personal care market. Consumers are increasingly choosing products made with natural ingredients, transparent formulations, and chemical-free alternatives, creating significant growth opportunities for brands that prioritize ingredient safety and product efficacy.
Furthermore, digitally native brands like Phitku continue to reshape India’s personal care landscape by leveraging e-commerce, direct-to-consumer (D2C) channels, and consumer education to build trusted brands around wellness and sustainability.
As demand for clean-label personal care products continues to rise, the partnership between Ananta Capital and Phitku positions the company to scale its operations, introduce new product categories, expand distribution channels, and strengthen its leadership in India’s fast-growing natural odor protection and clean personal care market.
