Neha Marda says the cost of Phitku reflects its purification process rather than conventional marketing expenses. The actor-entrepreneur also discusses how her postpartum experience inspired the brand and why she believes ingredient quality matters in everyday personal care.
Mumbai, November 6, 2026: Indian television actor and entrepreneur Neha Marda has addressed questions surrounding the ₹700 price of Phitku, her alum-based personal care product, arguing that the brand’s purification process and focus on ingredient quality are central to its pricing.
In an interview with HT Lifestyle, Marda explained how a familiar household ingredient such as phitkari, commonly known as alum, became the foundation of her personal care business.
The actor also discussed the personal experience that inspired the brand, its approach to underarm odour, the distinction she draws between ordinary alum and Phitku’s formulation, and the criticism the company has faced.
See more of our coverage in your search results.
Add INDYASTORY on GoogleHer comments highlight a recurring challenge for consumer brands that turn inexpensive, widely available ingredients into premium products: demonstrating what additional value customers receive for the higher price.
Marda maintains that Phitku’s manufacturing and purification process differentiates the product from ordinary alum.
However, the claims concerning purity standards, safety and product performance originate from the founder’s statements. The supplied interview does not include independent laboratory results or comparative clinical testing establishing those claims.
Why Is Neha Marda Selling Phitku Alum for ₹700?
The price of Phitku has become an important part of the conversation around the brand.
Alum is a familiar household ingredient in India and is commonly associated with inexpensive products used in traditional grooming and other practical applications.
See more of our coverage in your search results.
Add INDYASTORY on GoogleThis familiarity has prompted questions about why a branded alum-based personal care product is priced at approximately ₹700.
Marda’s explanation focuses on the processing required to transform raw material into a finished cosmetic product.
According to the founder, the company uses a proprietary purification process intended to bring the ingredient to cosmetic-grade standards.
See more of our coverage in your search results.
Add INDYASTORY on GoogleShe argues that purification, rather than advertising, represents a major component of the product’s cost.
The founder also maintains that the company does not want to reduce product quality merely to offer a lower selling price.
Her position is that pricing should reflect the standards and manufacturing processes behind the product.
However, the supplied interview does not provide a detailed manufacturing cost breakdown, independent testing report or public technical documentation sufficient to establish how much of the ₹700 price is attributable to purification.
A complete assessment of the product’s value would require consideration of its quantity, formulation, testing, packaging, manufacturing expenses and demonstrated performance.
What Inspired Neha Marda to Launch Phitku?
Marda’s entry into personal care entrepreneurship was influenced by changes she experienced after pregnancy.
In her interview with HT Lifestyle, the actor explained that postpartum changes in body odour made her more conscious of the products she applied to her skin.
The experience encouraged her to explore ingredients that had been familiar in Indian households for generations.
Among those ingredients was phitkari.
Rather than simply introducing traditional alum in conventional packaging, Marda decided to develop a contemporary personal care product around the ingredient.
Her objective was to create something that could fit into everyday routines while offering a more convenient user experience.
The idea eventually developed into Phitku, a brand positioned around alum-based personal care.
The personal connection to the product is also central to how Marda describes her role as a founder.
Although her experience explains the motivation behind the business, it does not establish that the resulting product will work equally well for every consumer.
Body odour can be influenced by several factors, including sweat, skin bacteria, hormonal changes, clothing and personal hygiene practices.
The appropriate approach to managing persistent or unusual body odour depends on the individual circumstances.
How Does Phitku Claim to Differ From Ordinary Alum?
A central part of Phitku’s positioning is the distinction Marda draws between ordinary alum and the ingredient used in her branded product.
According to the founder, the company processes raw alum through a proprietary purification method intended to produce material meeting cosmetic-grade and Indian Pharmacopoeia-related purity benchmarks.
She has described the process as an important reason for the product’s price.
The Indian Pharmacopoeia (IP) establishes official standards for specified substances and pharmaceutical preparations within its scope.
However, a statement that an ingredient meets an IP-related purity benchmark should not automatically be interpreted as evidence that a finished cosmetic product has received pharmaceutical approval.
Ingredient purity, finished-product safety and demonstrated effectiveness are different considerations.
A product may use material meeting a particular specification while still requiring appropriate formulation assessment, quality controls and testing for its intended application.
Similarly, ordinary alum products should not all be assumed to have identical purity or impurity profiles.
The distinction depends on the actual grade, specification and manufacturing controls of the product being evaluated.
Phitku’s specific purification claims would be more informative if supported by clearly identified standards, relevant test results and appropriate third-party documentation.
Understanding Cosmetic-Grade Alum and Purity Standards
The term cosmetic-grade generally refers to an ingredient intended to meet specifications appropriate for use in cosmetic products.
These specifications may address factors such as identity, composition, permitted impurities and other relevant quality characteristics.
However, the meaning of a grade designation depends on the applicable standard and the evidence used to establish compliance.
Alum itself is not a single universal substance. The term describes a family of compounds, with potassium alum being one familiar example.
Different alum-containing products may vary in composition, concentration, processing and intended application.
This matters because the performance and safety profile of a finished personal care product cannot be determined solely from the name of its principal ingredient.
Consumers evaluating products marketed around purification may reasonably look for information about the ingredient grade, applicable quality standard, testing methods and finished-product safety assessment.
A higher selling price does not independently prove that a product is safer or more effective than a lower-priced alternative.
Those conclusions require suitable evidence.
Phitku’s Approach to Underarm Odour
Marda has positioned Phitku as a product focused on managing unwanted body odour rather than simply adding fragrance.
The distinction is relevant because fragrance and odour management are not necessarily the same thing.
Some products are designed primarily to mask unwanted smells with a stronger scent.
Others use ingredients intended to help reduce or manage the factors contributing to body odour.
Human sweat itself is often relatively low in odour when first produced. Unpleasant body odour can develop as substances in sweat and skin secretions interact with microorganisms on the skin.
Deodorant products can approach this problem through different formulations.
Alum-containing products are marketed for odour-management purposes, but the degree of effectiveness depends on the specific formulation and circumstances of use.
Marda considers Phitku different from conventional deodorants because of its ingredient-focused positioning and stated emphasis on odour management.
From a consumer perspective, however, the company’s description of itself as a new category remains a brand-positioning claim.
Independent product comparisons would be needed to establish how its performance differs from competing products.
Is Expensive Alum Necessarily Safer?
The debate surrounding Phitku raises an important consumer question: does a higher price indicate a safer personal care product?
The answer cannot be determined from price alone.
Product safety depends on several factors, including ingredient identity, concentration, impurities, formulation, intended use, manufacturing controls and the available safety evidence.
A higher-priced product may involve additional processing, testing or more expensive manufacturing methods.
However, those differences need to be demonstrated rather than assumed.
Similarly, a lower-priced product should not automatically be described as unsafe merely because it is inexpensive.
Consumers benefit most from transparent information about what a product contains, how it should be used and what evidence supports its claims.
Marda’s argument places purification and quality at the centre of Phitku’s premium positioning.
Whether the product offers a meaningful advantage over specific alternatives is a separate question that requires appropriate comparative evidence.
Neha Marda on Refusing to Compromise Product Purity
Marda has defended the company’s pricing strategy by arguing that reducing purification standards would conflict with its approach to product quality.
During the HT Lifestyle interview, she used the phrase “There is no affordable version of safety” to explain her position.
The statement communicates the founder’s commitment to maintaining what she describes as the brand’s standards.
However, it should be understood as her expressed business philosophy, not as a scientific finding that affordable alum products are inherently unsafe.
In personal care, consumers need to distinguish brand commitments from verifiable product characteristics.
Manufacturing quality and appropriate testing are important at every price point.
The challenge for Phitku is therefore not simply to persuade consumers that additional processing carries a cost, but to demonstrate what that processing changes and why the differences matter.
Why Neha Marda Believes Consumer Education Matters
Another theme in Marda’s interview is the role of customer awareness.
The founder believes that consumers who understand the differences between raw ingredients and processed products may be better positioned to evaluate Phitku’s pricing.
She also compared the distinction to how consumers assess products such as tap water and packaged mineral water.
The broader argument is that consumers should consider what goes into a finished product instead of focusing exclusively on the basic ingredient.
For personal care businesses, ingredient education can be a useful marketing strategy.
It may help explain manufacturing processes, formulation choices and intended product benefits.
However, educational content is most valuable when it is specific, accurate and supported by evidence.
Broad claims about purity or superiority can be misleading if they are not accompanied by sufficient detail.
This makes transparent communication particularly important for emerging brands seeking to justify premium prices.
How Neha Marda Responds to Criticism of Phitku
Marda also addressed criticism directed at Phitku and her responses to consumer concerns.
The actor acknowledged that the brand is closely connected to her personal experiences, which can make criticism feel more direct.
She explained that she remains emotionally invested because the original idea emerged from a problem she personally experienced.
At the same time, Marda said customer feedback is valuable to the development of the business.
She described criticism as an opportunity for a young brand to improve its products and customer experience.
The comments suggest that Marda wants to maintain direct engagement with consumers rather than distance herself from product-related discussions.
For any emerging personal care company, customer feedback can provide useful information about product expectations, application experiences, packaging and service quality.
However, the effectiveness of a feedback strategy ultimately depends on whether concerns are investigated and lead to meaningful improvements where necessary.
The Business Challenge of Premiumising an Everyday Ingredient
Phitku illustrates a broader trend in consumer entrepreneurship: building differentiated products around ingredients that are already widely recognised.
In such businesses, the underlying ingredient may be inexpensive, but the brand attempts to create additional value through processing, formulation, convenience, quality control and product design.
This approach can create opportunities, particularly when an ingredient has cultural familiarity but has not been widely marketed in contemporary product formats.
However, it also creates a clear commercial challenge.
Consumers may compare the branded product’s selling price directly with the price of the basic ingredient.
To address that comparison, the company must explain why the finished product is different.
For Phitku, purification is a central part of that explanation.
Its longer-term business performance will depend on whether consumers find that proposition credible and whether their product experience justifies repeat purchases.
The supplied interview does not provide sales, customer retention or profitability figures, so no conclusions can be drawn about the brand’s commercial performance.
What Should Consumers Check Before Buying Alum-Based Personal Care Products?
Consumers considering an alum-based product can benefit from examining more than its marketing description.
The first consideration is the exact formulation.
An ingredient list helps buyers understand what substances are present in the finished product, although interpreting their function or safety may require additional information.
The second is the intended application.
A product formulated for underarm use should not automatically be considered appropriate for facial, oral or other applications.
The third is evidence supporting specific claims.
Statements about purity, odour control and suitability for sensitive skin should be considered alongside the available testing and product information.
Consumers should also follow the manufacturer’s directions and discontinue use if irritation occurs.
People with persistent unexplained changes in body odour or skin symptoms may benefit from advice from a qualified healthcare professional.
The important distinction is that traditional familiarity, premium branding and scientific validation are separate considerations.
Can Phitku Build a New Market Around Traditional Alum?
Phitku is attempting to establish a contemporary identity for an ingredient that many Indian consumers already know.
That familiarity could help the brand communicate its basic concept without introducing an entirely unfamiliar substance.
At the same time, consumers may question the price difference between branded products and ordinary alum.
The company’s strategy places considerable emphasis on purification, quality and product experience.
Its ability to turn that positioning into a sustainable business will depend on transparent claims, reliable manufacturing and customer satisfaction.
Marda’s celebrity background may help draw attention to the product, but awareness alone cannot determine its long-term performance.
The durability of the business will ultimately depend on whether customers believe the finished product delivers sufficient value.
Conclusion
Neha Marda’s explanation of Phitku’s ₹700 price highlights the challenges involved in transforming a traditional, inexpensive ingredient into a premium personal care product.
The actor-entrepreneur says the brand’s purification process and quality standards are central to its pricing, while her postpartum experience provided the motivation to develop the product.
She has also defended her commitment to maintaining the company’s stated standards and emphasised the importance of responding to customer feedback.
However, the founder’s claims about purity and differentiation should be distinguished from independently verified evidence of product performance or comparative safety.
Disclaimer: This article is provided for business, lifestyle and consumer information. It is not medical advice or an endorsement of any personal care product.
