Natural personal care brand Phitku made a headline-grabbing appearance on Shark Tank India Season 5, where its founders pitched a toxin-free alternative to conventional deodorants, backed by strong sales momentum and massive digital reach.
Founded by Rahul Dokania, Neha Marda Agrawal, popularly known for her role in Balika Vadhu and Sumit Marda, Phitku specialises in alum-based (fitkari), fragrance-free deodorants designed to offer 24-hour odour protection without chemicals. The brand’s flagship product is positioned at a premium ₹999 price point, with each unit designed to last five to six months.
The founders entered the Tank seeking ₹1.8 crore for 1% equity, pegging the company’s valuation at ₹180 crore. While the valuation drew sharp questions from the Sharks, particularly around transparency and pricing, the brand’s traction kept negotiations alive.
Phitku shared strong growth metrics during the pitch. The brand currently clocks ₹2 crore in monthly recurring revenue (MRR) and has achieved ₹14 crore in year-to-date sales for FY25–26. Monthly revenues rose steadily from ₹1.4 crore in September 2025 to ₹1.98 crore in November 2025, with projected net sales of ₹25 crore for the full fiscal year.
Social media has played a key role in Phitku’s growth story. The brand recorded 24.5 million organic Instagram views in a single month, further amplified by Neha Marda Agrawal’s personal following of over 1.2 million users.
From a unit economics perspective, Phitku operates at a 25% EBITDA, with costs split across 20% COGS, 23% advertising, 17% logistics and operations, 10% marketing, and 5% salaries. The company currently operates as a bootstrapped partnership firm, with equal ownership among the three founders.
After a series of offers and counteroffers, Aman Gupta and Anupam Mittal came together to close the deal. The final agreement stood at 1.8 crore for 1% equity with 5% royalty until Rs 5.4 crores is recouped, valuing the company at Rs 180 crores.
With marquee Sharks on board and strong consumer traction, Phitku now looks to scale its presence in India’s premium personal care segment, betting on clean ingredients, longevity, and a growing demand for chemical-free alternatives.
