Jaipur | Rajshree Upadhyaya | Phitku is a clean beauty and personal hygiene startup that came into the spotlight after its appearance on Shark Tank India Season 5. The company was founded in 2025 by Neha Marda, Sumit Marda, and Rahul Dokania, with a mission to create a safer and more natural alternative to conventional deodorants. The idea was born from personal experience, especially Neha Marda’s struggles with skin sensitivity and discomfort caused by chemical-based personal care products. This led the founders to explore traditional Indian solutions and modernize them into a scalable consumer product.
At the core of Phitku’s offerings are alum-based crystal roll-on deodorants, designed to neutralize odor by targeting bacteria rather than masking smell with artificial fragrance. The brand also focuses on fragrance-free and chemical-free underarm hygiene solutions, aimed at people with sensitive skin and those looking to reduce exposure to synthetic ingredients. The positioning of Phitku is strongly aligned with the clean beauty movement, emphasizing simplicity, safety, and long-term skin health over temporary fragrance effects.
The journey of the brand began with research and experimentation around alum, a naturally occurring mineral traditionally used in Indian households for hygiene and aftershave purposes. The founders reimagined this age-old ingredient into a modern personal care format suitable for daily urban use. According to company positioning, the formulation process involved extensive testing to ensure effectiveness in controlling body odor while maintaining skin compatibility, especially in India’s hot and humid climate conditions.
Phitku officially launched in 2025 as a direct-to-consumer brand and quickly entered the competitive personal care market. The company positioned itself in the premium segment, targeting consumers who are increasingly shifting towards natural, chemical-free alternatives in skincare and hygiene. Its early growth was driven by digital marketing and online sales channels, helping it build initial traction before appearing on national television.
The turning point for the brand came when it appeared on Shark Tank India Season 5. On the show, the founders pitched Phitku as a science-backed natural deodorant brand and sought investment of Rs. 1.8 crore for 1% equity, valuing the company at Rs. 180 crore. The pitch attracted attention due to Neha Marda’s celebrity background as well as the unique positioning of the product in a market dominated by synthetic deodorants. The sharks questioned the valuation and early-stage numbers, but also recognized the growing demand for clean beauty products in India.
After detailed discussions, Phitku secured a deal with Aman Gupta and Anupam Mittal, which significantly boosted its visibility and brand credibility. The appearance on the show helped the startup reach a wider audience and positioned it among the emerging clean personal care brands in India. The investment also provided strategic backing for scaling operations and strengthening market presence.
As of the latest available information, Phitku is currently operational and continues to sell its products in India. The company remains active in the D2C space and is focused on expanding its customer base, improving repeat purchases, and building long-term trust in the natural hygiene category. While still in its early stage, the brand is steadily growing within the competitive personal care ecosystem.
Phitku’s story reflects a broader shift in consumer behavior in India, where users are increasingly moving towards natural deodorants, chemical-free personal care products, and eco-conscious hygiene solutions. The brand continues to evolve in this space, leveraging its Shark Tank visibility and clean beauty positioning to establish itself in a rapidly expanding wellness market.
