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Shark Tank India Backs Phitku, India’s First Crystal Roll-On Deodorant Aimed at Eliminating Odour at the Source
Bengaluru (Karnataka) [India], January 31: Gurgaon-based personal care startup Phitku has secured investment from Aman Gupta, Co-founder of boAt, and Anupam Mittal, Founder of Shaadi.com, on Shark Tank India Season 5 (Episode 16), after pitching what it claims is India’s first crystal roll-on deodorant designed to eliminate odour-causing bacteria rather than mask smell with fragrance. The deal [...]
Bengaluru (Karnataka) [India], January 31: Gurgaon-based personal care startup Phitku has secured investment from Aman Gupta, Co-founder of boAt, and Anupam Mittal, Founder of Shaadi.com, on Shark Tank India Season 5 (Episode 16), after pitching what it claims is India’s first crystal roll-on deodorant designed to eliminate odour-causing bacteria rather than mask smell with fragrance. The deal was struck at an valuation of ₹180 crore, marking one of the notable consumer brand investments of the season.
Phitku’s product is built using cosmetic-grade, purified alum crystal, a natural mineral with antibacterial properties that prevent the growth of odour-causing bacteria, this is mixed with botanical extracts and other proprietary ingredients. Unlike conventional deodorants that rely on synthetic perfumes and toxic chemicals, the crystal-based formulation offers protection without fragrance, harsh chemicals, white marks, or sticky residue, making it suitable for daily use and sensitive skin, according to the company.
The startup was co-founded by CEO Sumit Marda, Brand Voice Neha Marda, and Chief Product Officer Rahul. The idea emerged from personal health challenges related to hormonal body odour during pregnancy, which highlighted the limitations of existing deodorant products and led the founders to explore hygiene-focused solutions instead of cosmetic masking. The team subsequently re-engineered alum crystal into a roll-on format suited for modern consumer usage.
