Marketing heritage to Gen Z: Neha Marda shares how Phitku is selling ‘phitkari’ without the grandma guilt

Phitku is a new brand aiming to make traditional Indian alum (phitkari) popular among younger consumers. The company is rebranding this age-old remedy, which is often associated with older generations, to appeal to Gen Z. By focusing on its natural, chemical-free properties and modern usage, Phitku is trying to change how the product is perceived in the market.

This shift in branding is significant for investors as it represents a potential growth opportunity in the personal care sector. It highlights a trend of modernizing traditional products to capture new customer segments. For the broader market, this case demonstrates how innovative marketing can revitalize established categories.

Investors should watch Phitku’s customer acquisition costs and repeat purchase rates. Success will depend on whether the brand can sustain interest among younger demographics and build a loyal customer base over time.