Ananta Capital buys majority stake in D2C brand Phitku in Rs 100 Cr deal

PE firm Ananta Capital acquired a majority stake in personal care brand Phitku for ~Rs 100 crore, valuing it at ~Rs 200 crore. Capital will fund product innovation, brand building, quick commerce expansion and international entry, targeting Rs 300 crore ARR and 4x-5x growth over two years.

— Source publishedWed, 1 Jul, 2026, 11:50 IST·First seen Wed, 1 Jul, 2026, 11:51 IST·Source Entrackr

What happened

PE firm Ananta Capital acquired a majority stake in D2C personal care brand Phitku for ~Rs 100 crore, valuing it at ~Rs 200 crore. Funds will boost product

Key facts

  • Rs 100 crore deal
  • Rs 200 crore valuation
  • 6 lakh customers
  • ARR target Rs 300 crore
  • 4x-5x growth

Why this matters

The ~1x revenue-to-valuation setup and PE-backed roll-up potential make Phitku a name to track for future partnership or acquisition as it expands across categories and geographies.

What to watch

  • Monthly ARR run-rate vs Rs 300 Cr trajectory
  • Contribution margin and CAC-to-LTV disclosures
  • Quick-commerce GMV share and repeat-purchase rates
  • Competitor PE/FMCG acquisitions in personal care D2C
  • Follow-on funding or bridge rounds signaling burn stress
  • Ananta installs professional CXO/CFO leadership and tightens unit-economics reporting
  • Aggressive SKU expansion and quick-commerce channel onboarding in metros
  • International pilot in Middle East/SEA via marketplaces before owned channels
  • Increased performance-marketing and influencer spend to drive top-of-funnel

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