Ananta Capital takes majority stake in alum-based D2C brand Phitku at ₹200 cr valuation
Ananta Capital has acquired a majority stake in Phitku, an Indian alum-based personal care and hygiene D2C brand, in a deal pegged at about ₹100 crore. The transaction values the 14-month-old brand at ₹200 crore, a steep multiple for such an early-stage business.
What happened
Ananta Capital acquired a majority stake in Phitku, an Indian alum-based personal care and hygiene D2C brand, in a deal pegged at about ₹100 crore valuing the
Key facts
- ₹100 crore deal size
- ₹200 crore valuation
- 14 months since launch
Why this matters
The steep multiple on such a young brand signals heated competition for differentiated personal-care assets, making early relationship-building with emerging D2C founders a priority.
What to watch
- Monthly GMV/revenue run-rate disclosures vs ₹200 cr valuation
- Competing natural-hygiene D2C launches or FMCG line extensions
- Follow-on funding round terms (up/flat/down)
- Retail listing wins in Reliance/DMart/quick-commerce
- Customer acquisition cost and repeat-purchase metrics
- Phitku ramps ad spend and influencer campaigns to build brand recall beyond D2C
- Expansion into quick-commerce (Blinkit, Zepto) and modern trade distribution
- SKU broadening beyond deodorant into broader alum-based hygiene range
- Ananta appoints new CXO/growth leadership to professionalize operations