Tuesday, July 23, 2024
Startup Stories

CITTA: A Natural Baby Care Brand Founded by a Mother-Daughter Duo

CITTA: A Natural Baby Care Brand Founded by a Mother-Daughter Duo CITTA, launched in 2021, is a Pune-based brand offering natural baby bath and skincare products. The brainchild of a mother-daughter duo, Monisha and Akanksha Sharma, CITTA was born from their desire to provide safe and high-quality products for babies, inspired by traditional wisdom and formulated with modern science.

Driven by a Passion for Safety and Quality

Akanksha, upon returning to India after her studies, saw a gap in the market for trustworthy baby care products. This, coupled with a news controversy regarding the safety of talc-based baby products, motivated her and Monisha to create CITTA.

Products Rooted in Tradition and Science

CITTA’s product range includes massage oil, talc-free powder, shampoo, wash, balm, and diaper rash cream. These products are formulated with natural ingredients like oat flour, cornstarch, and 12 traditional oils, making them gentle and safe for babies. The brand emphasizes transparency by using easily recognizable ingredients and adhering to international guidelines.

A Family Affair

In 2023, Akanksha’s brother, Tanay, joined CITTA as a co-founder, overseeing retail operations and logistics. This family-run business has seen steady growth, with a projected revenue of over Rs. 1.5 crore in the current fiscal year.

Looking Forward: Expansion and Growth

CITTA plans to expand its product line to include adult skincare products and reach new markets in India and internationally. The brand is committed to providing safe, natural, and effective skincare solutions while staying true to its core values of consciousness and transparency.

While the above summary provides a solid overview of CITTA, there’s more to the story. Here are some additional details that offer a deeper understanding of the brand:

Unique Selling Points (USPs):

#DadiNaniKeNuskhe: CITTA leverages the wisdom of traditional Indian childcare practices, blending them with modern scientific knowledge. This approach resonates with parents seeking natural and familiar solutions for their babies.

Consciously Crafted: The brand emphasizes ethical sourcing and production practices, using Eco-cert/COSMOS certified ingredients and avoiding harmful chemicals like sulfates, parabens, and mineral oils.

Transparency and Trust: CITTA prioritizes transparency by listing all ingredients on their labels and adhering to international safety standards. This fosters trust among parents who are increasingly concerned about the safety of commercial products.

Marketing Strategies:

Digital Marketing: CITTA utilizes various digital platforms to reach its target audience, including social media and influencer marketing.

Collaborations: The brand partners with doctors and experts to create awareness about baby skincare and promote their products.

Educational Podcasts: CITTA runs a podcast channel featuring parents and professionals, offering valuable information on various aspects of baby care.

Future Aspirations:

Product Expansion: CITTA plans to broaden its offerings beyond baby care, venturing into adult skincare, starting with body care and eventually expanding to face care products.

Market Reach: The brand aims to reach a wider audience by establishing a presence in more Indian cities and exploring international markets.

Continuing Innovation: CITTA is committed to continuous research and development to create new and improved products that meet the evolving needs of parents and their children.

Overall, CITTA represents a growing trend in the consumer market, where conscious consumption and a desire for natural, safe products are gaining significant traction. By combining traditional wisdom with modern science and prioritizing transparency and trust, CITTA is carving its niche in the competitive baby care industry.tunesharemore_vert

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