India, July 1 -- Mumbai-based private equity firm Ananta Capital has acquired a majority stake in D2C startup Phitku via a combination of primary capital infusion and a secondary share purchase. The size of the transaction was not disclosed.

Phitku founders Neha Marda Agrawal, Sumit Marda and Rahul Dokania will continue to lead and retain some stake in the business while also getting a partial exit. Important to mention that Phitku, which sells alum-based natural deodorants, was bootstrapped prior to the stake acquisition.

Founded in early 2025, Phitku is a personal care brand primarily operating in the alum-based natural deodorant category. The startup sells alum crystal roll-on deodorants via its D2C platform as well as e-commerce and...