Ananta Capital Takes Majority Stake In D2C Deodorant Brand Phitku
PE firm Ananta Capital has acquired a majority stake in Phitku, the alum-based natural deodorant brand, with founders retaining a partial holding. The brand — profitable within 14 months and serving 6 Lakh customers — is targeting ₹300 Cr ARR and 4-5X growth over the next two years.
What happened
PE firm Ananta Capital acquired a majority stake in D2C personal care brand Phitku, maker of alum-based natural deodorants. Founders retain partial stake. Brand
Key facts
- majority stake
- ₹300 Cr ARR target
- 4-5X growth in 2 years
- 6 Lakh customers
- profitable in 14 months
- 7 brands in portfolio
Why this matters
The founders retaining partial holding alongside a PE majority stake sets a template for future personal care roll-ups, flagging Phitku as a consolidation vehicle in the fragmented natural deodorant category.
What to watch
- Monthly ARR run-rate and burn vs. profitability trajectory
- New category launches or SKU announcements
- Retail/quick-commerce listing announcements
- Competitor entry into natural/alum deodorant segment
- CAC trends and repeat-purchase/retention metrics
- Follow-on funding or bolt-on acquisition news
- Ramp performance marketing and quick-commerce (Blinkit/Zepto/Instamart) placements
- Expand SKU range into adjacent natural personal-care categories
- Build offline distribution partnerships and modern-trade shelf presence
- Professionalize leadership — CXO hires in growth, supply chain, finance
- Scale manufacturing capacity ahead of demand