A premium quality natural baby bath and skincare brand, it uses ingredients that have been used generations ago by our grandmothers and CITTA successfully combines the age-old traditions backed by Science. CITTA’s roots lie in the research undertaken to understand the customs, rituals, and practices followed across the country which are then processed by testing and development into the products that they proudly call ‘Grandma Approved’. Let’s hear from Akanksha about her journey with CITTA
How and why we started CITTA:
I was studying in the US when I heard the news about the ongoing case of a certain baby care company. It really disturbed me, babies are the most innocent beings and it’s our job to protect them so anything we apply on them needs to be 100% safe. Growing up in a large family of 10, I had the opportunity to receive the love and knowledge of my Dadi as well as Nani and all their nuskhas. I wanted to share it with every precious little child. When I came back from the US, with the help of my mother, who studied cosmetic technology, decided to create CITTA, a natural and safe option for parents where tradition is backed by modern science.
Our principle is very simple – babies deserve the best, so every ingredient applied on their body must be safe and should benefit them. CITTA is derived from the Sanskrit word चित्त which means consciousness; we are conscious of what and how we create. We made a vow early on to ensure that every parent is aware and conscious of what they are applying on their little one hence every single ingredient we use, even those below 1% are listed for every parent to see and understand, as honesty for us is the very best policy.
Struggles we faced:
We launched CITTA in 2021 during hardcore Covid times. Initially during launch there was a struggle as everything was going haywire due to Covid. There was less manpower and we faced multiple delays and pushed timelines. Manufacturing and production also took a hit because sourcing at that time was difficult. However, we were clear from the start we will use only the highest quality ingredients and that comprising the quality wasn’t an option. So the start was difficult but slowly things started getting better and we were successfully able to source the ingredients, production began and we were able to create a product we are very confident in.
Future Plan:
We hope to make CITTA a household brand in India because we believe that every child deserves the best and it’s our duty to provide it as our products are safe and natural, inspired from Dadi Nani ke Nuskhe and backed by science. Once we are successful in making CITTA a household name in India, then we plan to export in future too as we want to reach out to most of the children across the world with our products. We feel that our products are of international quality and would be appreciated by the people there too.
Balance Personal & work:
I started working at a younger age, so I’m still learning how to balance my work and personal life, but something I’m coming to understand is that listening to my intuition helps me stay happier and peaceful. And a peaceful mind leads to a happier and more successful day!
