Ananta Capital acquires majority stake in deodorants seller Phitku

Mumbai-based private equity firm Ananta Capital has acquired a majority stake in the Howrah-based personal care brand Phitku . The transaction was structured through a combination of primary capital infusion and a secondary share purchase. Phitku’s founders, Neha Marda Agrawal, Sumit Marda, and Rahul Dokania, will continue to lead the business and retain a minority stake.Founded in 2025, Phitku sells natural deodorants through its direct-to-consumer (D2C) platform, e-commerce, and quick-commerce channels. The company appeared on the reality business show Shark Tank India Season 5.Phitku plans to use the primary funds to accelerate product development, strengthen its branding, and expand into international markets. It aims to grow four to five times over the next two years, targeting an annual recurring revenue of INR 300 crore.