Ananta Capital has acquired a majority stake in D2C personal care brand Phitku, marking the startup’s first institutional investment and another significant milestone in India’s rapidly evolving D2C ecosystem India. The transaction, completed through a combination of primary capital infusion and a secondary share purchase, highlights the growing momentum in D2C acquisitions 2025 as investors continue backing high-growth, digitally native consumer brands. While the financial details remain undisclosed, the investment reinforces strong confidence in Phitku’s growth trajectory and category leadership.
Founded in early 2025 by Neha Marda Agrawal, Sumit Marda, and Rahul Dokania, Phitku has built a differentiated position in the D2C personal care brands segment with its alum-based natural deodorants. Operating across its own D2C platform, ecommerce marketplaces, and Quick commerce D2C channels, the brand has rapidly expanded its customer base by offering natural, toxin-free personal care solutions aligned with changing D2C consumer behavior India. The startup also gained nationwide recognition following its appearance on Shark Tank India Season 5.
The fresh capital will be used to accelerate product innovation, strengthen branding, and selectively expand into international markets while maintaining a focused product portfolio. Rather than diversifying aggressively, Phitku plans to deepen its leadership within its core category before entering adjacent segments, reflecting a disciplined D2C go-to-market strategy and long-term brand-building approach.
Despite being bootstrapped before the acquisition, Phitku claims to have achieved profitability within just 14 months of launch while serving more than 6 lakh customers across India. The company now aims to grow 4-5X over the next two years and achieve an Annual Recurring Revenue (ARR) of ₹300 crore, reinforcing its position among the fastest-growing D2C brands in India’s personal care market.
The transaction also reflects a broader trend across D2C business India, where established investment firms are increasingly partnering with digitally native consumer brands to accelerate scale, expand omnichannel capabilities, and strengthen category leadership. As investor interest in VC-backed D2C brands, D2C funding news, and premium consumer businesses continues to rise, strategic partnerships such as this are reshaping the future of Direct-to-consumer India.
For founders, operators, and investors tracking D2C news India, Phitku’s strategic investment demonstrates how focused innovation, strong brand positioning, and sustainable execution continue to attract institutional capital while creating long-term growth opportunities in India’s fast-expanding personal care ecosystem.
Source: Based on reporting, with additional editorial adaptation and analysis.