Phitku, a company from West Bengal, is now a well-known name in Indian D2C news. They got funding on Shark Tank India Season 5, which shows that investors are really interested in D2C personal care brands that use clean ingredients. This deal is a big step for Phitku as they try to create a safe, eco-friendly, and culturally relevant Indian brand in the quickly changing personal care market.
Neha Marda, who founded Phitku, went on Shark Tank India Season 5 asking for ₹1.8 crore for 1% of the company, which means they valued the company at ₹180 crore. Aman Gupta and Anupam Mittal were interested and offered ₹1.88 crore for 1% equity, plus a 5% royalty until they got ₹5.4 crore back. Neha Marda, Pranav, and Sumit Marda, the founders, said yes to the offer, closing the deal and getting ready for their next growth phase.
Phitku is in the fast-growing D2C beauty and skincare market in India, focusing on clean, natural, and skin-safe products. They’re famous for their alum-based deodorant, which is a natural choice instead of deodorants and antiperspirants with lots of chemicals. By using things like alum, aloe vera, and turmeric, Phitku helps with body odour and skin problems without blocking sweat glands or using harsh chemicals. This fits with what D2C consumers in India want: honesty, sustainability, and knowing what’s in their products.
The Shark Tank India funding gives Phitku money and also backing from experienced consumer brand people. The ₹1.88 crore investment should help them grow in digital areas, make their supply chain and manufacturing better, and launch new products in personal care and skincare. They want to increase their presence everywhere while still growing sales on their own website, which is a popular plan in the D2C world in India.
Phitku’s story shows what’s happening in the bigger D2C market, where clean and sustainable brands are getting popular in cities and smaller towns in India. People are actively choosing brands that mix traditional ingredients with modern use instead of synthetic stuff. Because of this change, there’s been a lot of angel investment and Shark Tank money going into early D2C startups in beauty, wellness, and personal care.
Investors see Phitku as a D2C brand that’s backed by venture capital and works in a large market where people buy things again and again. Personal care is still a great area in the D2C world because people use these products often, they’re loyal to brands, and there are chances to sell more products. Phitku has a clear difference with its alum-based products and focus on sustainability, so it’s in a good spot to gain long-term consumer trust.
The deal also shows how Shark Tank India is still important in shaping Indian D2C news, giving founders attention, support, and money when they need it. For Phitku, working with Aman Gupta and Anupam Mittal brings experience, distribution knowledge, and brand-building help, which are important for growing in the competitive D2C market in India.
As clean personal care gets more popular, Phitku’s Shark Tank success shows that brands that care about their purpose and ingredients are rising and shaping the future of D2C startups in India. With funding and support, Phitku is ready to grow as a trusted brand in India’s fast-growing D2C personal care market.
