Phitku operates a direct-to-consumer personal-care line that replaces conventional chemical deodorants with alum, aloe vera, turmeric, and other naturally derived ingredients. The company positions itself around clean, eco-friendly formulations that avoid blocking sweat glands while combating odour and skin irritation. Its flagship alum-based stick has helped the brand gain traction among Indian consumers who increasingly demand transparency and sustainability in beauty and skincare. Backed by founders Neha Marda, Pranav, and Sumit Marda, Phitku leverages a digital-first sales model through its own website while planning omnichannel expansion. The Shark Tank India funding provides both capital and strategic guidance from high-profile consumer-brand operators. Proceeds will be directed toward supply-chain upgrades, new product launches across personal-care and skincare categories, and broader geographic reach. Operating in a high-repeat-purchase market, Phitku aims to build long-term brand loyalty through its differentiation in traditional, skin-safe ingredients.

Total raised

$0M

Funding rounds

1

Latest round

Equity

Latest activity

Jan 2026