Ananta Capital has acquired a majority stake in the Indian personal-care direct-to-consumer startup Phitku [1, 2].

The transaction is notable for the speed of the founder's partial exit, which is described as one of the fastest in the Indian startup ecosystem [1, 2]. Such deals provide immediate liquidity to founders while securing the growth capital necessary for the brand to scale its operations in a competitive consumer market.

Based in Mumbai, Ananta Capital executed the acquisition through a combination of primary capital infusion and a secondary share purchase [1, 2]. The primary capital will go directly into the company to fund expansion, while the secondary purchase allows early shareholders and founders to realize gains from their equity.

Financial terms of the deal were not disclosed [1, 2]. Phitku operates within the personal-care sector, focusing on a direct-to-consumer model that bypasses traditional retail intermediaries to reach customers across India [1, 2].

The deal highlights a shifting trend in the private equity landscape where firms are increasingly targeting high-growth D2C brands. By providing a structured exit for founders, Ananta Capital creates a blueprint for other early-stage investors in the region to monetize their holdings more quickly than through traditional initial public offerings or full acquisitions.

“Ananta Capital has acquired a majority stake in the Indian personal-care direct-to-consumer startup Phitku”

This acquisition signals a growing appetite for consolidated ownership in India's fragmented D2C personal-care market. By utilizing a mix of primary and secondary capital, Ananta Capital is not only betting on Phitku's growth but is also validating a faster liquidity path for founders, which may encourage more entrepreneurs to launch ventures with the expectation of shorter-term private equity exits.