Inspired by the traditions and knowledge of childcare passed down by grandmothers to mothers, #Dadi Nani Ke Nuskhe, CITTA, which means consciousness, is a premium baby bath and skincare brand that combines our country's traditional skincare heritage backed with science while offering the convenience and comfort every parent needs to care for her baby. Co-founded by the mother-daughter duo Akanksha and Monisha Sharma in 2021, CITTA’s purpose is to offer babies the experience of the nourishing and loving touch of their grandmothers.
The Idea Behind CITTA-
When Akanksha was studying in the U.S, her mom and grandma used to call and check up on her regularly, like most Indian moms, and offer their advice in the form of “nuskhe”— like drink turmeric milk before you sleep for healthy skin; use rosewater when you’re out in the sun, oil your hair with coconut oil before you wash them! This is how Indian moms care for their children, even though they are a thousand miles apart. These ' nuskhes’ are based on Indian traditions and ingredients that we Indians have been using for thousands of years; it is time-tested wisdom that works!
Also around the same time, a famous baby care brand came under fire for using unsafe ingredients in their baby powder. It was a big deal. She knew many friends and family back in India who were loyal to that brand and using this product for their babies! This incident gave Akanksha and her mom, Monisha, the final push to create a safer brand for babies and kids.
What does CITTA offer?
CITTA offers safe, natural, and effective skincare products inspired by Indian childcare traditions — for babies, kids & adults. CITTA products are designed to be safe for newborns — the ones with the most sensitive skin. And what is safe for a newborn’s skin is safe for everyone! The products are formulated after a lot of research to create that perfect blend of tradition and science that is nurturing, safe, and effective at the same time. The products are free from all toxic ingredients and are formulated to tackle various skincare issues at their root level — which makes them suitable for newborns, babies, kids, and teenagers as well because they will continue to solve those issues regardless of age.
How is CITTA different?
CITTA’s roots in traditional wisdom backed with science empower it to create innovative solutions to baby skincare problems, unlike any other brand in the market. Their focus on providing ease and convenience to new-age parents drives the unique ingredient selection and product formulation. CITTA wants to be the option every parent could completely rely on for their child’s skin health. They are bridging the gap between tradition and science to give parents the best of both worlds. CITTA’s unique formulations are crafted from the finest natural ingredients for maximum efficacy and safety. They are designed to solve skincare issues specific to the delicate skin of newborns, toddlers, and older kids.
For example, the Moisturizing Balm has been crafted with 8 natural oils and Shea Butter to have a unique thick texture that is more suited to babies’ skin than the usual creams and lotions, which have higher water content. Similarly, CITTA has created India’s first natural foaming wash and shampoo for babies – to give maximum convenience to the parents while offering gentle cleansing. This is what sets them apart as a brand with the safest and most effective Natural Baby Bath & Skincare products on the market.
CITTA’s Mission-
“We care like a doting grandma” - Akanksha Sharma, CEO & Co-founder of CITTA
The idea of nourishing care is central to CITTA. Like a doting grandma, CITTA products are designed to nurture the skin with love and pass on the wisdom of time-tested, science-backed childcare traditions. They are conscious of what they do. True to their name, every ingredient that goes in the products is selected and processed consciously for its unique skincare benefits, safety for a baby’s delicate skin, and impact on the earth.
CITTA feels every parent deserves to know exactly what they put onto their precious little one’s skin. They mention all ingredients on our product labels so parents can make a conscious choice. They believe in 100% transparency.
CITTA’s Vision-
“Good for your kids and babies, good for the planet”
CITTA is conscious of the environmental consequences of the products at each stage – ingredient sourcing, manufacturing processes, product packaging, and disposal. Here are the steps they have taken toward sustainability:
- Ethical and sustainable ingredient sourcing and processing
- Safe and sustainable formulas that are free of harsh chemicals — make them safer for the environment.
- Cruelty-free products
- Recyclable packaging
The Strategy of CITTA-
CITTA has been employing omnichannel marketing from the start so that users have their own choice of interacting with the brand in the way most convenient to them, and the online and offline teams are working together to achieve that.
With the offline marketing strategies, products have reached multiple pharmacies and retail stores in Pune, Mumbai and Ahmedabad. To attract the right customers and make them aware of the brand. CITTA is building trust with doctors – paediatricians and dermatologists. They focus on informing them of the intensive research practices and quality checks undertaken while creating the products.
Their products have been exhibited at multiple venues with high footfall. These exhibitions help CITTA directly connect with potential customers, create brand awareness, and garner feedback on products. Even using online marketing channels, CITTA’s focus is to establish itself as a credible and trustworthy premium natural baby bath and skincare brand in India. By creating a brand language and identity that visually separates them from their competitors, they maintain it throughout their online channels – website, social media, and marketplaces—which has helped them cement the trust of their customers. Aligned with their idea of providing ease and convenience to new-age parents, they focus on adding value-addition to the customers, in line with the brand ethos of being a wise grandma-like companion to new-age parents while maintaining ease of communication. CITTA believes in bringing value to the table rather than jumping on flashy, short-lived trends.
Future of CITTA-
CITTA plans to enter more states through General Trade and Modern Trade channels. They want to reach more and more doctors across India and educate them about their products. They want to establish themselves as a leading Baby Bath & Skincare brand in India and enter the international market. CITTA believes that the Indian roots and philosophy can help them carve a unique niche in the market, Indian and international both. When more people start believing in the brand ethos of bottling traditions backed by science, CITTA will be able to get into the adult skincare market as well. They would like to explore the women’s beauty segment and also open experiential stores across India in the future.
Akanksha’s Message to you from CITTA-
“We want every child to experience the nourishing care and wisdom of a grandmother. Indian traditions are a treasure trove of time-tested solutions. We back these traditions with rigorous science, to give you the best of both worlds. We believe everyone deserves to know exactly what they are putting onto their skin, which is why we are 100% transparent about our ingredients.”
To Contact-
Instagram - https://instagram.com/cittaworldofficial?igshid=MzRlODBiNWFlZA==
Facebook- https://www.facebook.com/CittaWorld?mibextid=ZbWKwL
LinkedIn - https://www.linkedin.com/company/cittaworld/
Website - https://cittaworld.com/
To Conclude-
Akanksha Sharma and Monisha Sharma are a testament to the precious connection between a mother and a child. CITTA was founded with the belief that every child deserves to feel the endless love of a grandmother. While Akanksha had the wholesome, grounding experience of being cared for by her grandmothers, not every child today has that privilege. CITTA’s goal is to provide babies with that nourishing experience so that one day, they remember the fragrance of CITTA just as fondly as they reminiscence the aroma of their grandma's hands.
“Traditions Backed By Science” ~CITTA
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