Ananta Capital Acquires Majority Stake in D2C Brand Phitku at ₹200 Cr Valuation

The private equity firm's move into the alum-based personal care segment signals growing investor appetite for niche, science-backed consumer brands in India.

By Handelsavisen Newsroom · Automated 2026-07-01 06:31 UTC · 1 min read

Ananta Capital has secured a majority stake in Phitku, a direct-to-consumer personal care brand recognized for its alum-based hygiene formulations.

The transaction values the company at approximately ₹200 crore, with sources indicating the deal size stands at around ₹100 crore.

This acquisition marks a strategic entry for the private equity firm into the specialized personal care sector, targeting a brand that has carved out a distinct position through its focus on natural ingredients and traditional formulations.

The deal highlights a broader trend of private equity firms targeting niche segments within the Indian consumer goods market.

As large-cap FMCG companies face margin pressures and intense competition, investors are increasingly looking at smaller, agile D2C brands with strong product differentiation.

Phitku’s focus on alum-based products, which appeal to health-conscious consumers seeking chemical-free alternatives, positions it well in this evolving landscape.