Phitku Markets Alum to Gen Z Without Grandma Guilt, Says Neha Marda

Photo: Mint Companies

Phitku, founded by actor Neha Marda, is repositioning the traditional ingredient alum (phitkari) for younger consumers by focusing on its scientific benefits rather than nostalgia. The brand avoids relying on 'grandmother’s wisdom' and instead explains the ingredient’s relevance and efficacy to Gen Z and Millennials, aiming to fit traditional remedies into modern personal care routines.

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