In the rapidly evolving deodorant market, Phitku is revolutionising the way people approach personal hygiene. India’s first crystal roll-on deodorant made with cosmetic-grade, purified alum, enhanced with botanical extracts and proprietary ingredients. The brand’s mission is to create effective, safe, and honest hygiene solutions that solve real consumer problems, while staying accessible, sustainable, and rooted in scientific integrity.
Phitku has introduced a new category in the Indian market, dominated by perfume-led aerosol sprays, with its innovative crystal rollon deodorant. The product eliminates odourcausing bacteria, addressing the root cause of body odour, rather than masking it with fragrance. The roll-on format ensures ease of use, hygiene, and consistent application, providing all-day protection with a single daily application.
Industry Evolution: Shifting to ScienceBacked Hygiene
Phitku’s leadership team has observed a notable transformation in the personal care industry, with consumers becoming increasingly aware of ingredients, skin safety, and long-term effects.
However, the deodorant category in India had remained stagnant, focusing on fragrance and cosmetic appeal rather than addressing the actual problem of body odour.
Phitku is part of a shift in this narrative, moving from masking odours to eliminating them and prioritising performance-led solutions over marketing-driven products.
From Personal Struggle to Business Triumph: Phitku’s Story
Phitku’s journey began with a personal struggle faced by Neha Marda, who experienced severe hormonal body odour issues during pregnancy. Conventional deodorants failed to help and often caused irritation.
Co-founder & CEO Sumit Marda, a seasoned entrepreneur, identified this as a massive, unsolved hygiene problem and partnered with Neha and Rahul to create a solution. Through extensive research, formulation testing, and consumer trials, Phitku developed a functional product that addressed the root cause of body odour.
The company’s focus on resolving a real problem led to remarkable success, with Phitku achieving ₹14 Cr in revenue, selling 2 lakh+ units, and building a loyal customer base with a 4.8+ rating within just 10 months.
Research and Development: A Key Driving Force
At Phitku, R&D is considered a foundation for the company’s growth and success. The company’s approach to product development is deeply rooted in science with a focus on sourcing high-quality ingredients, developing proprietary blends with botanical extracts, and conducting rigorous testing to ensure safety and efficacy. By treating alum as a science platform, Phitku is able to engineer and enhance its products to deliver outstanding results. Continuous R&D investments enable the brand to improve its offerings and prioritise skin safety while maintaining high standards of transparency.
Building Trust through Authentic Marketing
Phitku’s marketing strategy relies on building trust and credibility with its target audience. The brand relies on customer advocacy, leveraging real testimonials and word-of-mouth to promote its products. Educationled marketing is also a key aspect, highlighting the benefits of odour elimination over masking. Phitku’s strong digital storytelling through its D2C platforms further reinforces its message. Neha’s relatable presence as the brand voice adds a personal touch, while the product’s efficacy drives repeat usage and loyalty.
Sumit’s Leadership Philosophy
Sumit Marda, Co-founder & CEO of Phitku, defines leadership as embodying clarity, conviction, and consistency. He believes that leadership is not about chasing trends or funding but about staying rooted in problem-solving and executing with precision.
Sumit’s leadership approach involves resisting distraction, backing conviction with data, and letting customers drive decision-making. By staying true to its core mission, Phitku aims to build a strong and sustainable brand.
Fostering Ownership and Integrity
Phitku’s work culture is characterised by high ownership and low ego, where teams are empowered to challenge assumptions and prioritise customer needs. The company’s approach emphasises long-term thinking, speed, and integrity, with a focus on building meaningful relationships and delivering exceptional products. As per Phitku’s leadership, integrity takes precedence over speed, fostering an environment where employees can thrive and contribute to the company’s mission.
Phitku’s Strategic Growth Plan
Phitku’s leadership outlines a deliberate and disciplined approach to expanding its business venture. The brand is prioritising onlinefirst growth through direct-to-consumer (D2C) channels and digital marketplaces, instead of pursuing offline expansion at this stage. Key drivers of growth include sharp product innovation within the alum crystal format, introducing multiple variants to cater to diverse skin needs, preferences, and expanding into adjacent hygiene and personal care categories. By focusing on its core science and continuously improving formulations, usability, and customer experience, Phitku aims to dominate the crystal deodorant category globally.
Key Milestones and Achievements
Phitku has achieved notable milestones since its inception, solidifying its position as a pioneer in the personal care industry. The company boasts of introducing India’s first crystal roll-on deodorant, achieving ₹14 Cr revenue in 10 months, and selling over 2 lakh units. Phitku has also garnered 500+ video testimonials and secured investment from renowned entrepreneurs Aman Gupta & Anupam Mittal. With an impressive 4.8+ rating and high repeat purchases, Phitku’s success story is a testament to its innovative approach and customercentric focus.
Words of Wisdom: Focus on What Matters
Sumit Marda shares valuable advice for budding entrepreneurs: “Solve real problems. Build before you scale. Let customers validate you, not noise.” According to Sumit, these guiding principles have been instrumental in Phitku’s success, and he believes they can help aspiring entrepreneurs navigate the challenges of building a successful business.
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