Phitku

Based in India, Phitku specializes in personal care products, particularly offering 100% natural alum roll-on deodorants designed for safe and effective body odor protection while promoting sustainability. Founded in early 2025 by Sumit Marda, Neha Marda and Rahul Dokania, Phitku is focused on producing eco-friendly personal care solutions. Established in 2025 in Howrah, India, the company recently underwent a strategic shift as Ananta Capital acquired a majority stake in July 2026 for INR 1 billion. Phitku's primary product offering is a line of 100% natural alum roll-on deodorants, specifically designed to provide safe, effective, and eco-friendly body odor protection.

Formulated from cosmetic-grade mineral alum, these roll-ons help reduce odor-causing bacteria while promoting naturally brighter underarms. The product is free from alcohol, artificial fragrances, and harsh chemicals, making it suitable for all skin types. Targeted primarily at health-conscious consumers seeking natural skincare solutions, Phitku's roll-ons cater to individuals prioritizing clean and sustainable products, marketed mainly in urban areas across India, where there is a focus on natural and organic trends. Phitku generates revenue through direct-to-consumer sales of its alum roll-on deodorants, priced at INR 699.

00, with promotional offers such as 'Buy 3 Products - Pay for 2. ' The company's revenue structure is based on single transactions from its website, enabling a direct relationship with customers. This model supports the brand's commitment to quality and sustainability. Revenue is facilitated through online platforms, allowing consumers to purchase individual products or take advantage of bundled deals.

The flagship products include variations infused with charcoal, turmeric, and aloe vera, underscoring the brand's focus on leveraging natural ingredients for skincare solutions. Following Ananta Capital's acquisition of a majority stake, Phitku plans to scale its position in the personal care and hygiene market through accelerated product innovation, enhanced brand-building initiatives, and expanded distribution across direct-to-consumer, quick-commerce, and marketplace channels. The company also intends to leverage Ananta Capital's consumer ecosystem, distribution network, product development expertise, and international presence to selectively expand into overseas markets, broaden its clean personal care platform, and achieve 4-5x growth over the next two years while targeting an annual revenue run rate of INR 300 crore.