StartupTalky presents Recap’24, a series of exclusive interviews where we connect with founders and industry leaders to reflect on their journey in 2024 and discuss their vision for the future.
In 2025, the skincare market in India is projected to generate a revenue of $10.23 billion. This shows a growing demand for safe, effective, and innovative skincare solutions. Among the key players driving this growth is CITTA, co-founded by Akanksha Sharma, Monisha Sharma, and Tanay Sharma. Combining the wisdom of “Dadi Nani Ke Nuskhe” with modern scientific advancements, CITTA has established itself as a trusted brand in the baby and skincare industry.
In this edition of Recap’24, we feature CITTA, a brand celebrated for its natural ingredients, transparency, and innovation. Akanksha Sharma, CEO and Co-Founder of CITTA, shares insights into the brand’s journey, its most popular products like the Protecting Sunscreen SPF 70, and campaigns like #LetsThinkBeyondColour. She also discusses CITTA’s vision for the future, focusing on conscious consumption and personalised skincare solutions.
StartupTalky: What inspired you to start CITTA, and what was the vision behind the brand’s creation?
Ms. Akanksha Sharma: CITTA was born out of a deep respect for the wisdom of Indian traditions and the care passed down through generations in our family. Rooted in the time-honored wisdom of #DadiNaniKeNuskhe, CITTA combines trusted skincare remedies passed down through generations with the precision and advancements of modern science.
We realized that while the world is filled with skincare products, there was a gap in offerings that truly combined this rich heritage with the advancements of modern science. We set out to create CITTA – a brand dedicated to providing safe, natural, and transparent skincare solutions for babies, kids, and even adults. Our vision has always been to make every child feel the endless love of a grandmother through products that uphold the highest standards of quality and care.
StartupTalky: 2024 has been a year of impressive growth for CITTA. What were the key factors that contributed to expanding your team?
Ms. Akanksha Sharma: Our team’s expansion from 10 to over 80 employees was fueled by several factors. First, the growing demand for our high-quality, natural skincare products created the need for more hands on deck. Second, our focus on diversifying our product portfolio, such as expanding into adult skincare and launching new baby care products, necessitated additional talent.
Lastly, our efforts to establish CITTA as a recognized and trusted brand in the competitive skincare market required investments in marketing, product development, and operational support. We’ve built a team passionate about innovation, tradition, and excellence, and their commitment has been instrumental in our growth.
StartupTalky: Your #LetsThinkBeyondColour campaign was impactful. What prompted this initiative, and how do you ensure your marketing strategies align with your brand’s core values?
Ms. Akanksha Sharma: The #LetsThinkBeyondColour campaign was inspired by a pressing societal issue we couldn’t ignore: the deeply ingrained obsession with skin color, even for babies. Parents, under societal pressure, often search for ways to make their child’s skin fairer, perpetuating unrealistic and damaging beauty standards. We felt it was our responsibility to challenge this narrative. The campaign sought to encourage and empower parents to rethink these biases and celebrate the innocence and joy of their children, regardless of skin tone.
StartupTalky: CITTA expanded its baby care line in 2024. Which new products have been the most successful, and why do you think they resonated with your customers?
Ms. Akanksha Sharma: Among our new launches, the Protecting Sunscreen SPF 70 PA++++ has been a standout success. Parents appreciate the sunscreen for its high level of protection and baby-safe formulation. Besides, it is also enriched with humus extract, which stimulates skin immunity and restores skin microbiome. The common thread is that each product reflects our commitment to blending time-tested Indian skincare traditions with the safety and efficacy demanded by modern parents.
StartupTalky: You’ve ventured into adult skincare as well. How do you maintain the same commitment to safety and natural ingredients across both your baby and adult product ranges?
Ms. Akanksha Sharma: Our approach to adult skincare mirrors our philosophy for baby care: safety, natural ingredients, efficacy, and transparency are non-negotiable. Our team of R&D experts has conducted meticulous research and rigorous quality checks to ensure all our products meet the highest standards. For adults, we’ve drawn on traditional Indian nuskhes while addressing specific skincare needs with modern scientific advancements.
StartupTalky: What were the most significant challenges CITTA faced in 2024 and how did you overcome them?
Ms. Akanksha Sharma: One of our biggest challenges was navigating the competitive landscape of the skincare industry while staying true to our core values of safety and transparency. Educating customers about the importance of natural, effective ingredients over harsh alternatives required consistent efforts. Additionally, scaling our operations to meet growing demand was another hurdle. We overcame these challenges by staying focused on our mission, investing in a talented team, and leveraging customer feedback to refine our products and messaging.
StartupTalky: What trends or opportunities do you foresee for growth in the baby and skincare industry in the next 2-3 years?
Ms. Akanksha Sharma: We see a continued shift toward conscious consumption, with parents prioritizing safe and transparent products. Skincare solutions that blend traditional wisdom with modern science will likely remain in demand. Personalization is another key trend, with customers seeking products tailored to their specific needs.
Additionally, digital-first strategies and direct-to-consumer models will continue to be critical for brand growth. At CITTA, we aim to lead these trends by innovating our product offerings, expanding into niche skincare categories, and embracing technology to connect with our audience.
StartupTalky: How has customer feedback shaped the development of your products?
Ms. Akanksha Sharma: Parents often share their concerns, preferences, and ideas, which guide our product development process. Listening to our customers ensures we stay relevant and responsive to their evolving needs.
StartupTalky: How do you utilise social media in your overall marketing strategy, and which platforms have been most effective for growing CITTA’s presence? Are there any particular growth hacks that worked well for you?
Ms. Akanksha Sharma: Platforms like Instagram and Facebook have been particularly effective in building our community, while YouTube has helped us share educational content and campaigns like #LetsThinkBeyondColour. One growth hack that worked well was leveraging user-generated content – parents sharing their experiences with CITTA products have built trust and authenticity around our brand. Influencer collaborations and targeted ads have also helped amplify our reach.
StartupTalky: As a founder, what advice would you give to other founders in the skincare industry?
Ms. Akanksha Sharma: Stay true to your vision and core values, even as you scale. The skincare industry can be competitive, but building a brand rooted in authenticity and transparency will earn customer trust over time. Invest in research and prioritize quality as customers are becoming increasingly informed and discerning.
StartupTalky presents Recap’23, a series of in-depth interviews where we engage with founders and industry leaders to explore their growth in 2023 and their predictions for the future.
The Baby Care and skincare industry is dedicated to gentle infant products, emphasizing safety and hypoallergenic formulations. Brands increasingly focus on eco-friendly and organic options to meet the demand for sustainable choices. Safety certifications and dermatologist recommendations play a key role in building trust.
The ‘Baby & Child’ segment in beauty & personal care is projected to grow by $1 billion (+22.36%) from 2023 to 2028, with a CAGR of 11.75%. After eight consecutive years of growth, the indicator is estimated to reach $5.7 billion in 2028, marking a new peak.
In a recent Recap’23 interview, we at StartupTalky had the privilege of connecting with Monisha, Akanksha, and Tanay Sharma, Co-founders of CITTA; exploring how CITTA maneuvers within the baby care and skincare industry, we delved into their strategies, gaining insights into the distinctive operations of the brand in this sector.
StartupTalky: What products does CITTA sell? What was the motivation/ vision with which you started?
Tanay Sharma: We at CITTA sell baby bath and skincare products for babies, kids, and adults. When Akanksha was studying in the U.S, my 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’ — 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!
Similarly, when I was studying in Toronto, my parents, Akanksha, and everyone used to call me whether I had eaten well or not or whether I was taking care of myself, my health, or my skin. This was their way of caring for me even though we were a thousand miles apart. These ‘nuskhe’ are based on Indian traditions and ingredients that we Indians have been using for thousands of years; it is time-tested wisdom that works!
I wanted everyone to experience this love and care that I was fortunate enough to experience. 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. I knew so many friends and family back in India who were loyal to that brand and were using this product for their babies! This incident gave my mom, Akanksha, and me the final push to create a safer brand for babies, and that is how we started CITTA.
With CITTA, we aimed to create products rooted in Indian traditions but backed by science in terms of safety and efficacy. As a parent, you take advice from friends, family, experts, and doctors — and only then make any decision for your baby, especially about their health. We wanted CITTA to be the convenient option that parents could completely rely on for their child’s skin health. We are bridging the gap between tradition and science to give parents the best of both worlds. At CITTA, we want to uphold the true values of our brand while constantly evolving toward a global market and a diverse audience base.
StartupTalky: What other products/features have been added in the past year? What is/are the USP/s of CITTA’s products?
Akanksha Sharma: Recently, CITTA has undergone a remarkable transformation, introducing several exciting products and features that embody our commitment to providing the best care for your little ones. We have made ourselves more colourful and cuter. In response to the prevailing trend of monotone and single-colour packaging in the industry, we decided to break the mould.
We understand that childhood is synonymous with colours, so we infused pastel hues into our product labels to evoke the spirit of those cherished memories. Our unique approach stands out on the shelves and resonates with parents who appreciate the nostalgia associated with childhood colours.
We have launched our all-new Diaper Rash Cream. Crafted with natural ingredients and emollients, this cream goes beyond traditional rash treatment. Infused with the goodness of chamomile, sunflower, soybean, and zinc oxide, it not only addresses diaper rash issues but also prevents other rashes and nourishes and moisturizes the skin. We believe in the power of nature to provide gentle yet effective solutions for your baby’s skincare needs.
We have introduced our “MINIS” as well. In response to the valuable feedback from our customers, we have introduced our “minis” collection. These compact, travel-friendly versions of our popular products cater to the needs of parents who are always on the move. Whether it’s a weekend getaway or a quick errand, our minis ensure that your baby’s skin receives the same level of care and attention wherever you go.
At CITTA, our USPs lie in our unwavering commitment to thoughtful and effective skincare for babies and kids. Our entire product range is meticulously crafted with natural ingredients, harnessing the power of nature to care for your baby’s skin. We are proud to be free from toxins, harsh chemicals, parabens, sulphates, silicones, talc, mineral oils, allergens, petroleum jelly, and other potential irritants. This ensures that our products are not only safe but also gentle on your baby’s sensitive skin.
Our product range includes Moisturizing Baby Balm, India’s first moisturizer for the face and body with a balmy consistency that has the goodness of 8 natural oils, shea butter, and vitamin E and has no water to provide maximum moisturization while preventing rashes. Our talc-free baby powder is crafted with the natural alternative of talc such as corn, oats, and kaolin that keeps your baby’s skin smooth and soft, reduces friction, and prevent rashes while keeping it healthy. Our Foaming baby wash and foaming baby shampoo has a soap-free and tear-free formulation and is made with natural ingredients so that it cleans gently and keeps skin and scalp hydrating even after a bath. Our 12-in-1 Nourishing Baby Massage Oil has the goodness of 12 different oils to provide 12X nourishment and 12X Benefits.
StartupTalky: How has the baby care and skin care industry changed in recent years, and how has CITTA adapted to these changes?
Tanay Sharma: The baby care industry in India has witnessed a remarkable surge in demand for safe baby skincare products in recent years, leading to a significant rise in the presence and growth of homegrown and Indian brands catering to this sector. Several factors have contributed to this upward trend, including increased awareness among parents about the importance of using safe and natural products for their babies and a shift towards healthier and more sustainable lifestyles. Indian brands offer customized solutions by developing safe and effective skincare products for newborns, toddlers, and kids, leveraging the understanding of local preferences, cultural nuances, and traditional remedies.
Moreover, Indian markets are known for their access to high-quality raw materials. India has long been known for its rich reserves of natural resources, and this extends to the ingredients used in baby care products. Indian baby care brands have invested in research and development to understand the unique requirements of Indian babies, considering factors such as climate, skin type, and prevalent skin issues and sourcing locally available ingredients that are suitable for Indian skin.
Brands often utilize traditional ingredients known for their nourishing and healing properties, which resonate well with Indian consumers. For example, coconut oil, which is easily available in South India, is known to be beneficial for the skin and is well-suited for the region’s climate. Similarly, almond oil, which is readily available in North India, is known for its nourishing properties. Other traditional ingredients like turmeric oil, ashwagandha oil, brahmi oil, basil oil, and camphor oil are also beneficial for the skin and are culturally familiar to Indian consumers.
Indian and homegrown brands are putting a strong emphasis on natural and traditional ingredients, avoiding parabens, sulfates, silicones, strong fragrances, and potentially harmful chemicals. This commitment to safety and quality has helped build trust among parents who prioritize the well-being of their babies.
At CITTA, we already have placed a renewed focus on innovation and differentiation. Our commitment to research and development has allowed us to introduce cutting-edge products that address specific concerns faced by parents today. Whether it’s developing eco-friendly packaging, incorporating advanced technologies into our products, or introducing unique formulations, we strive to set ourselves apart in a crowded market.
We have invested heavily in sustainable practices, ensuring that our entire supply chain is environmentally responsible. From sourcing raw materials ethically to minimizing our carbon footprint, our commitment to sustainability is not just a market trend but a fundamental aspect of our business philosophy. This approach not only meets the demands of conscious consumers but also positions us as a responsible and forward-thinking player in the industry.
By staying true to our values and consistently evolving with the industry landscape, we are confident in our ability to not only navigate these changes successfully but also contribute positively to the evolving narrative of the baby care sector.
StartupTalky: Can you share examples of how staying ahead of industry trends has influenced CITTA’s product offerings or marketing strategies?
Akanksha Sharma: At CITTA, our commitment to excellence extends far beyond being a skincare brand for babies and kids; we strive to be a comprehensive and thoughtful solution for parents navigating the journey of parenthood. Staying ahead of industry trends has been a cornerstone of our approach, influencing not only our product offerings but also shaping our innovative marketing strategies.
Our dedication to providing value begins with information. We understand that parents seek more than just products – they crave knowledge and guidance. That’s why we have embraced a multi-faceted approach to disseminating information. Through live sessions with doctors on various social media platforms, we go beyond mere product promotion, delving into the broader aspects of parenting. These sessions not only inform our audience but also serve as an educational platform, empowering parents with valuable insights.
Our commitment to education extends to our website, where we’ve established an “Expert Corner.” Here, doctors and experts contribute articles and blogs, sharing their knowledge on diverse parenting topics. This not only enhances our credibility but also provides a valuable resource for parents seeking reliable information. Recognizing the importance of community-building, we leverage communication channels like emails and WhatsApp broadcasts. Through these channels, we offer personalized tips and insights, fostering a sense of community among our consumers. We don’t just want to be a product in their lives; we want to be a trusted companion throughout their parenting journey.
Furthermore, our approach to customer appreciation goes beyond conventional methods. We provide early access to our loyal customers, ensuring they are the first to benefit from new products and exclusive offers. This not only rewards their loyalty but also reinforces a sense of belonging to the CITTA community.
For Influencer collaborations, we prioritize authenticity over mere promotion. We encourage influencers to provide genuine and valuable feedback about our products, emphasizing the efficacy of our ingredients and why they are beneficial. This not only helps us reach a broader audience but also builds trust by showcasing real experiences with CITTA.
StartupTalky: What key metrics do you track to check CITTA’s growth and performance?
Tanay Sharma: At CITTA, we meticulously monitor a spectrum of key metrics to gauge our company’s growth and performance. Sales Revenue is a paramount indicator of market demand and consumer trust. Simultaneously, we scrutinize Customer Acquisition Costs to ensure efficient resource allocation, balancing outreach effectiveness with fiscal responsibility. Retention Rate speaks to our commitment to customer satisfaction, reflecting the loyalty and recurring business of our valued clientele. Conversion Rates help us understand the effectiveness of our marketing strategies, highlighting the seamless transition of potential customers into actual buyers. Inventory Turnover is a pivotal metric, signaling optimal stock management and responsiveness to market demands.
Our dedication to innovation is encapsulated in tracking New Product Performance, ensuring a pulse on market reception and adaptation to evolving consumer needs. Feedback from distributors and retailers offers valuable insights into product popularity, allowing us to fine-tune our supply chain dynamics for enhanced efficiency. Direct customer feedback serves as a cornerstone, fostering a responsive relationship with our audience and driving continuous improvement. Supply Chain Efficiency is pivotal, ensuring seamless operations from production to distribution.
Through vigilance in monitoring these metrics, we chart a course for sustained growth, innovation, and customer-centric excellence in the competitive realm of baby care.
StartupTalky: What were the most significant challenges CITTA faced in the past year, and how did you overcome them?
Akanksha Sharma: Gaining the trust of parents is the hardest task — they are the most discerning audience ever! But we support that — parents being conscious of everything they choose for their baby. Slowly, through our products’ efficacy, we have managed to gain the trust of a few thousand parents across India now, and we are only growing. Educating people about our ingredients and their effectiveness is not easy.
There are many preconceived notions and misinformation that get in the way, and we are on a mission to right those wrongs, if I may say so. We are doing this by working with doctors to make people aware of our products and their effectiveness and safety. Educating doctors about our products and the research undertaken to create them has been crucial to building people’s trust in our brand and creating demand for our products in offline stores.
StartupTalky: Repeat purchase is one of the most important parameters on which most eCommerce brands are betting. How do you keep your customers engaged to stop churn? Can you share specific customer retention initiatives or loyalty programs that have proven successful for CITTA?
Tanay Sharma: At CITTA, we understand the pivotal role repeat purchases play in the success of eCommerce brands. Our commitment to customer satisfaction and loyalty is evident through our presence on various online marketplaces, including Amazon, Flipkart, 1mg, Firstcry, The Mom Store, and Kindlife, ensuring accessibility to customers across India, even in 2nd and 3rd Tier cities.
Our products’ efficacy and unique ingredients stand as our foremost strengths, distinguishing us in the competitive baby care market. We prioritize being a customer-centric brand, with the ultimate performance metric being the number of repeat customers. Our success is measured not just in sales but in the significant number of repeat customers we’ve cultivated.
At CITTA, building trust is foundational. As customers experience the proven benefits of our products, their loyalty deepens. Our commitment to quality, transparency, and personalized customer care fosters lasting relationships. This approach not only safeguards against churn but also lays the groundwork for sustained growth. As we continue to garner trust, we are confident that our community of repeat customers will burgeon in the years ahead, solidifying CITTA as the go-to choice for discerning parents nationwide.
StartupTalky: What are the different strategies you use for marketing? Tell us about any growth hack that you pulled off.
Akanksha Sharma: CITTA has been employing omnichannel marketing from the start, unlike many other brands that begin with an online-only user experience and expand to offline channels later. We wanted our users to have the choice of interacting with the brand in the way most convenient to them, and our online and offline teams have worked together to achieve that.
With our offline marketing strategies, our products have reached multiple locations across India. Several brands focus just on tier I and tier II cities; however, we cater to locations like Ladakh, Mizoram, and Nagaland alongside tier I and tier II cities. To attract the right customers and make them aware of the brand, we focused on placing our offline advertisements where they could see them – the pharmacies and retail shops! The advertisements were designed to highlight our brand differentiators – unique, safe, natural ingredients and product formulations rooted in traditional Indian wisdom and backed with rigorous science. This not only boosted our offline sales but also generated curiosity about the brand, leading to traffic to our website.
Newspaper advertisements helped us to build this customer relationship more and reach a wider audience. An important part of our offline strategy was to build trust with doctors – pediatricians and dermatologists. They have started recommending our products to their patients. This number is steadily increasing and is helping us reach more and more physical stores in turn. It has been reassuring to see our products help babies with their skincare issues.
Our online marketing strategy has been multi-pronged as well. Here, too, our focus has been on establishing ourselves as a credible and trustworthy premium natural baby bath and skincare brand in India. We achieved this firstly by creating a brand language and identity that visually separates us from the competitors and has a great recall value. This brand identity is maintained throughout all our online channels – website, social media, and marketplaces – and has helped us cement the trust of our customers.
With our website, we have created a smooth, hassle-free buying experience. Our focus has been on ease of communication. Any customer service issues are dealt with promptly and effectively. We provide our repeat buyers exclusive offers to retain them. The website is also aimed at helping parents with their concerns regarding baby skincare; we have a dedicated space on the website that caters to this.
Our social media marketing strategies are also focused on bringing value-addition to our customers – in line with our brand ethos of being a wise grandma-like companion to new-age parents. We achieve this through a mix of engaging, community-building, promotional, and informational content. To us, bringing value to the table matters more than jumping on the flashy, short-lived trends. Our online marketplace campaigns have been designed similarly, and as a cumulative result of our omnichannel strategy, they have been getting traction from customers all across India.
We have also tapped into WhatsApp and email marketing. We run WhatsApp broadcasts and emails weekly to our existing customers with skincare tips and exclusive deals.
StartupTalky: What are the important tools and software you use to run CITTA smoothly?
Akanksha Sharma: We have a thoughtful combination of tools and software to ensure efficiency, organization, and seamless operations. We use an Inventory Management System to monitor stock levels, track product movement, and automate reordering processes. This helps prevent stockouts, reduces excess inventory, and ensures that popular products are always available. Our online presence is powered by reliable e-commerce platforms and Shopify. We use various Social Media Management Tools and Social Listening Tools. Through various Analytics and Reporting methods, we get insights into website traffic, customer behaviour, and sales performance. We also use email marketing software and WhatsApp broadcast software. Apart from that, we have a logistic management system.
StartupTalky: What opportunities do you see for future growth in the baby care and skin care industry in India and the world? What kind of difference in market behaviour have you seen within states in India?
Akanksha Sharma:
Expansion to other states- Modern Trade and General Trade: With an omnichannel marketing strategy, CITTA has been able to get sales from Tier I, II, and III cities and reach various general trade stores in Pune, Mumbai, Bangalore, and Gujarat. Now, we plan to expand to other states in India in both Modern Trade and General Trade sectors and establish ourselves as India’s best Baby Bath and Skincare brand.
Reaching doctors across India: Educating doctors about our products and the research undertaken to create them has been crucial to building people’s trust in our brand and creating demand for our products in offline stores. We want to expand our network to reach leading doctors (pediatricians and dermatologists) across India and become the brand every parent trusts for their baby’s skin.
Entering the international market as a pioneer of Indian skincare and baby care knowledge and techniques: We strongly believe that we are sitting on a goldmine of diverse natural ingredients and immense tradition-based knowledge in India. Especially so when it comes to skincare and baby care practices. What the rest of the world is only starting to appreciate and emulate is what we have been practicing in India for ages. “Maalish,” or baby massage, is a classic example. Even various Indian ingredients like turmeric have gained international recognition, which we are already using as one of the key ingredients in our products. We want to champion our Indian roots, back them with rigorous science, and bring India’s knowledge to the rest of the world with our range of products. Since our ingredients and products are made to international standards, so we want to create our own identity and presence in the international market as a pioneer Indian brand in the baby care and skincare segment.
Exploring products for adults: CITTA products have resonated with our customers because of their high efficacy. We have received positive feedback from numerous mothers. We want to build on this trust and explore products for women in the coming years. With our commitment to quality and efficacy, we are confident that we will be able to do this well.
StartupTalky: What lessons did your team learn in the past year, and how will these inform your plans and strategies?
Akanksha Sharma: As we embark on a new year, it’s crucial to reflect on the journey we’ve undertaken in the past 12 months. At CITTA, we encountered numerous challenges and celebrated remarkable successes, each contributing valuable lessons that will significantly shape our plans and strategies moving forward. Our unwavering commitment to meeting the evolving needs of parents and caregivers has been the cornerstone of our success.
The past year has taught us the importance of staying attuned to the ever-changing parenting landscape. We’ve witnessed shifts in consumer preferences and lifestyles, prompting us to invest more heavily in research and development. Navigating the complexities of the global supply chain has been an unexpected but invaluable lesson for our team. The disruptions brought about by external factors have emphasised the need for resilience and adaptability. We’ve learned to proactively diversify our sourcing strategies, build strategic partnerships, and implement agile inventory management systems. Recognizing the growing importance of digital engagement, we have invested in enhancing our online presence, creating user-friendly interfaces, and establishing a more robust e-commerce infrastructure.
This lesson informs our commitment to further digitalization, leveraging technology to connect with our audience and provide them with a seamless, personalized experience. Consumers are increasingly seeking products that align with their values, and we have embraced this paradigm shift. Our commitment to sustainable practices not only reflects our responsibility towards the planet but also resonates with the values of our target audience.
Armed with these lessons, our roadmap for the coming year is rooted in innovation, digital connectivity, sustainability, and operational agility. We are excited to unveil a pipeline of products that not only meet the needs of today’s parents but anticipate the demands of tomorrow. Our commitment to sustainability will deepen, and our initiatives will continue to evolve to enhance customer engagement.
StartupTalky: How do you plan to expand the customers, SKUS, and team base in the future?
Akanksha Sharma: We plan to expand our customer base by reaching more states through physical stores as well as online marketplaces. We are also finding new ways of engaging meaningfully with our customer community. CITTA also envisions a future in the adult skincare and women’s beauty segments, with plans to establish experiential stores nationwide. This journey embodies the fusion of tradition and science, paving the way for a sustainable and holistic approach to skincare. With all these, we will expand our team across states.
StartupTalky: With so much hype around D2C brands spending on ads, What will be your growth strategy, organic or inorganic? How do you plan to work around SEO and content marketing?
Tanay Sharma: In our pursuit of growth, we embrace a balanced strategy, leveraging both organic and inorganic channels. Organically, we prioritize authentic content creation, aligning with SEO best practices to enhance online visibility. Simultaneously, we explore strategic partnerships and collaborations to expand our reach inorganically. Our content marketing revolves around educating parents on safe and nourishing baby skincare practices, establishing us as a trusted resource. This dual approach ensures a holistic expansion, combining the power of genuine engagement with targeted outreach to enhance our brand presence and foster sustained growth.
StartupTalky: One tip that you would like to share with another D2C founder, based on your own experience
Akanksha Sharma: One invaluable lesson I’ve gleaned from navigating the ebbs and flows of managing a D2C brand is the significance of unwavering optimism. In the dynamic landscape of entrepreneurship, where decisions carry substantial risks and can profoundly influence the fate of your business, maintaining a positive outlook is not merely a mindset—it’s a strategic imperative. What I’ve come to comprehend is that while it’s crucial to meticulously weigh the pros and cons of each decision, it’s equally essential to approach them with unwavering optimism.
I’ve discovered that cultivating a mindset that focuses on the affirmative aspects, even in the face of uncertainty, can be a game-changer. This doesn’t mean disregarding potential challenges; instead, it involves acknowledging them while actively choosing to believe in the success of your chosen path. Once a decision is made, it’s paramount to let it breathe. Dwelling on the what-ifs and second-guessing can impede progress. Instead, embrace a daily routine that aligns with your goals.
Entrepreneurship is a slow and steady journey; hence, patience becomes a virtue. Every day presents an opportunity to make strides, and it’s essential to concentrate on incremental progress rather than fixating on past decisions. The entrepreneurial path is laden with challenges, but a positive attitude can serve as a resilient shield. Trust the process and focus on the daily grind, for it is in this perseverance that the fruits of your decisions will eventually materialize. Whether it takes months or years, success often unfolds at its own pace.
StartupTalky extends its gratitude to Ms. Akanksha and Mr. Tanay Sharma for dedicating their valuable time and generously sharing their insights with all of us.
Businesses are excited to meet surging consumer demand and capitalize on increased spending. They are implementing efficient supply chain strategies to meet the extra demand.
As India’s festive season approaches, businesses are gearing up to meet the surging consumer demand. From the illuminating Diwali lights to the joyous Eid celebrations, this period is not only culturally significant but also a pivotal time for businesses to capitalize on increased consumer spending. The season comes with its own unique set of challenges and opportunities, making it an exciting time for retailers and marketers alike.
Mr. Sumit Garg, Co-Founder and Managing Director, of Luxury Ride, expressed the excitement among buyers and their willingness to increase spending during the festive period. He said that the festive season is set to arrive in full swing, and it is stirring a lot of excitement among the buyers. They have been awaiting the festive period for a very long time, and they are willing to raise their spending to purchase the product they have been eyeing for a very long time.
He also mentioned that similar sentiments have been witnessed even in the pre-owned luxury car segment, and Luxury Ride is curating a comprehensive collection of cars that offer the best value for money, based on an understanding of consumer behavior and demands.
“Preparing for the festive season, we are already in the process of organizing an inventory that flaunts a wide range of options in terms of diversity in car models, price range, or showcasing vehicles from different segments under a single roof. By maintaining more than 75+ cars in the inventory at a given point in time, we aspire to make shopping a hassle-free experience for customers by allowing them to choose from a wide range of options in terms of price and variety that are available at the same place. The extensive collection will enable them to select from a variety of cars in the segments of sedans and SUVs ranging from Rs 20 Lakhs to Rs 1.25 Crore,” Mr Garg added.
The festive season is when most Indians spend money on gifts. While speaking with Abhishek Vyas, Founder of SBMV Gift Shop, he highlighted regional and demographic variations in spending patterns during the festive season. He said, “At SBMV, we are offering a wide range of high-quality gifts at competitive prices, plus promotions and discounts throughout the season. We are well-positioned to capitalize on the growth of the Indian gift shop industry.”
He also shared that the spending pattern varies across different regions of India and among different demographic groups depending on the festival. While people in northern India tend to spend more on Diwali, people in the southern part, especially in Kerala, tend to spend more on Onam. Similarly, younger people are more likely to spend money on experiences and gifts that give back, while older people are more likely to spend money on traditional gifts.
To capitalize on the increased consumer spending during the festive season, Mr. Gurpreet Singh, Director of River of Design (ROD) said that they have a multifaceted strategy in place. “We recognize the importance of offering exclusive and innovative designs that resonate with Gen Z, our primary target audience. Our commitment to delivering cutting-edge style and design ensures that we remain at the forefront of fashion during this crucial period. We will introduce special festive collections that cater specifically to the tastes and preferences of our Gen Z customers, ensuring that our products are not just fashionable but also affordable.”
Additionally, he mentioned that ROD would collaborate with leading brands to create exclusive lines available only on platforms like Myntra and Flipkart. These collaborations not only would boost their visibility but also would align them with established names in the fashion industry, attracting a wider customer base. He also shared that the latest trend in this festive season spending reflects a growing emphasis on sustainability and innovation in fashion for which they have developed unique blends of yarn with eco-friendly indigo dyes.
How Festive Season Spending Differs in India by Region and Demographics
Mr. Nitish Rai, Co-founder and CEO of Freightfox, said, “The country saw over 19% increase in GST collections in August 2023 over August 2022. The highest contributions came in from Bihar (27.25%) followed by West Bengal (24.5%) and UP (18.52%). Most of our customers saw a 10-12% increase in demand at the onset of the festive season in August, which is expected to further rise in September and October before we start seeing a decline.”
The difference in average transaction value or basket size between the festive season and non-festive season in the gifting industry can vary depending on several factors, including the specific type of gifts, consumer behavior, and the strategies employed by retailers. Mr Vyas of SBMV Gift Shop said that during the festive season, especially leading up to major holidays such as Christmas, Hanukkah, Diwali, Eid, and others, the average transaction value or basket size tends to be higher compared to the non-festive season.
Transaction Size Variations During Festive Season
Businesses are implementing efficient supply chain strategies to meet the increased demand, ensuring that their products are readily available to their customers. Mr. Singh of ROD said, “As part of our expansion plans, we are targeting Tier II and Tier III cities where 70-75% of our orders originate. This expansion will further strengthen our presence in these regions and enhance our ability to meet the diverse market demands during the festive season.”
Mr. Rai, of Freightfox, emphasized their commitment to empowering manufacturing enterprises with actionable insights on Scope3 emissions from the transportation and distribution value chains. Their Logistics Emissions Abatement Platform (LEAP) aims to help customers account for their logistics emissions and encourage the use of greener fleets in transportation networks. For Freightfox, it’s not just about making profits during the festive season; it’s also about making a tangible difference in minimizing their environmental footprint and contributing positively to the community and the environment as a whole.
Fostering Connections Beyond Sales
Ms. Akanksha Sharma, Co-founder and CEO of CITTA, emphasized the importance of fostering connections and respecting customers’ faith and traditions. She believes that the moments of cultural significance are not merely occasions to exchange gifts and pleasantries; they are an opportunity for brands to embrace the spirit of togetherness and innovation.
She said, “The festive season is not just an opportunity to boost sales; it’s a chance to foster connections. We understand that festivals are deeply rooted in people’s lives, and we approach this season with the utmost respect for our customers’ faith, beliefs, and traditions. As a brand rooted in Indian traditions and backed by modern science, we take pride in being part of this tapestry. Our commitment is not only to pamper the delicate skin of babies and provide convenience to modern parents but also to celebrate the cultural richness of India, where ancient traditions harmoniously meet modern science.”
Ms. Neha Mohanty, Founder of StarFishGlobal Communications LLP, said, “Giving gifts to those in need is how I give back to the community. Instead of exchanging gifts among ourselves, if we can simply give a portion of it to people in need, it will make a significant difference in their lives.”
She emphasized the importance of coming together during the holiday season to purchase necessities like warm clothing, blankets, and toiletries, which can then be distributed to those in need within the community. She shared that this is a tradition she personally follows every year and encouraged everyone to consider it as it adds depth and meaning to the festive season and enables individuals to contribute meaningfully to their community. Neha suggested that giving back during the holidays provides a genuine experience of the holiday spirit.
With a growing emphasis on sustainability and innovation, businesses are not only preparing for increased consumer spending but are also actively engaging in eco-friendly initiatives. Collaborations with leading brands and a focus on sustainability are poised to shape this year’s festive season.
Moreover, logistics and supply chain expansion into Tier II and Tier III cities is pivotal in meeting diverse market demands during this festive period. It is clear that businesses are not only preparing for sales but also actively engaging with their customers to make this festive season truly special.
This article has been contributed by Akanksha Sharma, Co-Founder and CEO, CITTA.
When it comes to baby skincare products, parents are increasingly mindful of the ingredients used and the overall effectiveness of the products they choose for their little ones. As a result, brands in the baby skincare market must continuously strive to align their product strategies with customer feature requests. By understanding and responding to customer needs and preferences, brands are trying to meet market demands while building strong brand loyalty among parents. While exploring the importance of aligning product strategy with customer feature requests in the baby skincare market, Akanksha understood that actively listening to your customers is the first step.
Gathering Customer Feedback
Companies should encourage feedback from parents, whether through surveys, social media platforms, or customer support channels. By gathering this valuable information, brands can gain insights into the specific features and improvements parents desire in their baby skincare products. These feature requests can range from natural, mild ingredients to safe, tested, and harsh chemical-free formulations, gentle, allergen-free fragrances, or even packaging considerations such as easy-to-use dispensers like a foaming baby wash or shampoo or eco-friendly materials.
Evaluating and Prioritizing Feature Requests
Once customer feature requests have been identified, brands need to evaluate their feasibility and impact on the overall product strategy. This involves considering factors such as manufacturing capabilities, cost implications, regulatory compliance, and potential market demand. While it may not be possible to accommodate every customer request, understanding the priorities and preferences of the target market allows companies to prioritize features that align with their brand values and customer expectations.
Innovation and Product Development
Another crucial aspect of aligning product strategy with customer feature requests is innovation. Brands should constantly seek ways to improve their products and introduce new features that address the specific needs of parents and their babies. This can involve collaborating with experts in pediatric dermatology or conducting research and development to create breakthrough formulations. For example, a baby’s dry skin is a common concern, but finding effective solutions can be a challenge. Traditional lotions and creams often fall short, as a baby’s skin is much thinner and more delicate than that of adults.
To understand this issue, we conducted extensive research to uncover the underlying cause of a baby’s dry skin. We figured out that the high water content in lotions and creams contributes to the problem, as it can lead to further dryness. So parents are looking for a long-lasting baby moisturizer that is gentle on sensitive skin. As a brand, we invested in creating a breakthrough solution: a moisturizing baby balm with soothing and nourishing natural ingredients specifically designed for the baby’s delicate skin and to fight dryness.
Effective Communication
In addition to innovation, effective communication is key to aligning product strategy with customer feature requests. Brands should transparently communicate their product improvements and updates to their customer base. This can be done through various channels, such as social media, email newsletters, or participating in events. By keeping parents informed about the ingredients and enhancements made to baby skincare products, brands can not only build trust but also demonstrate their commitment to meeting customer needs.
Product Offerings and Customer Preferences
For instance, players in this premium category offer natural, gentle, and mild products that include moisturizing baby balm, foaming baby wash and shampoo, talc-free natural powder, and massage oil with their unique formulations of natural oils. They are also offering products that have multiple benefits. The prevalence of allergies in children is increasing the need for natural baby skincare products. Products like a moisturizing baby balm, which has the goodness of natural ingredients like shea butter and natural oils, can not only help with baby’s skin moisturization but also protect the skin from infections and allergies due to its anti-microbial properties.
Baby skincare product purchases are heavily influenced by the product’s formulation, benefits, suitability for a baby’s skin and health, ease of use, and value for money. Beyond the apparent necessity of the best packaging to safeguard formulas with few or no preservatives, consumers are always searching for practical solutions.
Leveraging Customer Feedback for Continuous Improvement
So, brands should leverage customer feedback to continuously iterate and refine their product strategy. Regularly reviewing and analyzing customer feature requests and feedback can provide valuable insights into emerging trends and changing preferences. By monitoring the market closely, brands can stay ahead of the competition and proactively address any gaps in their product offerings. This agility in adapting to customer demands is essential in an ever-evolving baby skincare market.
Conclusion
Aligning product strategy with customer feature requests is crucial in the baby skincare market. By actively listening to customers, evaluating the feasibility of feature requests, embracing innovation, communicating effectively, and iterating based on customer feedback, brands can create products that meet the specific needs and preferences of parents. In doing so, they can establish a strong foothold in the market, build brand loyalty, and ultimately contribute to the well-being and happiness of babies and their families.
StartupTalky presents Recap’22. This is a series of interviews in which we conduct in-depth discussions with founders & industry leaders to understand their growth in 2022 and their predictions for the future.
Baby care products are items that are used to care for and support the needs of infants. These products can include items such as diapers, wipes, formula, baby food, baby bottles, baby clothing, baby bedding, and baby hygiene products.
These cosmetics are formulated to be gentle and safe for a child’s delicate skin and hair and are free of harsh chemicals and irritants. They are also designed to be tear-free, which is important for young children who may have a tendency to rub their eyes.
According to a report by Research and Markets, the global baby care products market is expected to grow at a CAGR of 6.8% from 2020 to 2025. The market is driven by factors such as increasing birth rates, rising disposable income, and growing awareness about child health and nutrition, and it is expected to grow due to increasing awareness about the benefits of using baby-specific personal care products.
For this Interview, we invited Akanksha Sharma, CEO and Co-founder of CITTA World, and we talked about the growth, challenges, insights, and future opportunities in the Baby Care & Skincare industry.
StartupTalky: Akanksha, what products does your company sell? What was the motivation/vision with which you started?
Akanksha:Our product range includes premium natural skincare and bath essentials for babies– Moisturizing Baby Balm For Face and Body, Nourishing Baby Massage Oil, Tender Foaming Baby Wash, Gentle Foaming Baby Shampoo, and Soothing Talc-Free Baby Powder. We have also launched our natural face mists – Pure Rose Water Mist and Hydrating Mist with Rose and Aloe Vera – for adults.
CITTA World was started with the vision of blending Indian childcare wisdom with rigorous science and making it conveniently accessible to modern new parents. We as a founder are a testament to the special connection between a mother and a child.
At CITTA, we believe 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 maybe one day, they remember the fragrance of CITTA just as fondly as she reminisces the aroma of her grandma’s hands.
StartupTalky: What other products/features have been added in the past year? What is/are the USP/s of your products?
Akanksha:Our products are made with the finest natural ingredients in innovative formulations to provide maximum efficacy to the customers. Whether it is the most effective texture or the most convenient technology, we have created all our products after rigorous research to serve our customers in the best way possible. Our products are also cruelty-free and free of harsh chemicals like parabens, sulfates, silicones, mineral oil, toxins, and allergens.
Following are the USPs of our products:
Moisturizing Baby Balm:
Blend of 7 natural oils, Shea Butter and Vitamin-E
Unique thick texture for long-lasting moisturization
All-in-one balm for use on the face, body, and nappy area of the baby
Prevents rashes and itchiness through anti-microbial ingredients
Nourishing Baby Massage Oil:
A unique blend of 12 natural oils
Provides deep nourishment
Non-sticky texture
Anti-microbial & Anti-inflammatory
Promotes growth and bone strength
Soothing Talc-Free Baby Powder:
Made with the safest natural alternatives of talc – Corn Starch, Oat Kernel Flour, Kaolin Clay
Naturally absorbs excess moisture and oil
Soothes your baby’s skin
Prevents rashes and itchiness
Gentle Foaming Baby Shampoo:
Gently cleanses, hydrates, and moisturizes your baby’s scalp and hair
Enriched with 3 natural oils
Non-drying, no-tears formula
India’s 1st Natural Foaming Baby Shampoo
Tender Foaming Baby Wash:
Gently cleanses, hydrates, and nourishes your baby’s skin
Infused with Aloe Vera, Coconut Powder Extract, and Hydrolysed Rice Protein
Prevents dryness and irritation
India’s 1st Natural Foaming Baby Wash
StartupTalky: How has the baby care and skincare industry changed in recent years, and how has your company adapted to these changes?
Akanksha:In recent years, customer awareness of the ingredients in personal care and skin care products has increased tremendously. Especially ingredients such as talc in baby powder, which have severe detrimental effects on babies’ health. Fortunately, our company has been able to leverage this to our advantage – since CITTA has focused on creating the safest products from the start. With this rise in awareness, people are discovering our brand organically and then choosing us consciously.
StartupTalky: Repeat purchase is one of the most important parameters on which most e-Commerce brands are betting. How do you keep your customer engaged to stop churn?
Akanksha:CITTA’s products are currently available on 6 online marketplaces – Amazon, Flipkart, 1mg, The Mom Store, Kindlife, and Purplle. With these marketplaces, we have sold our products throughout India, including 2nd and 3rd Tier cities as well. 25% of customers who order our products from online marketplaces are return customers.
The efficacy of our products and their unique ingredients are our biggest strengths. Recently, when an internationally reputed brand’s baby powder was deemed unsafe by multiple authorities, people started looking for safer alternatives and discovered our product which is made with the safest natural alternatives of talc and has a soothing effect on the baby’s skin– CITTA Soothing Talc-Free Baby Powder. Our baby powder has been selling rapidly to date. So much so, that it has even run out of stock twice. We have been able to retain 30% of the customers who order our products from our website.
We are a customer-centric brand and the biggest performance metric for us is the number of repeat customers we have. We have already achieved considerable success in this regard, and we are sure that in the coming years, as more and more people start trusting us, this number will only continue to grow.
StartupTalky: What are the different strategies you use for marketing? Tell us about any growth hack which you pulled off.
Akanksha:CITTA has been employing omnichannel marketing from the start, unlike many other brands that begin with an online-only user experience and expand to offline channels later. We wanted our users to have the choice of interacting with the brand in the way most convenient to them, and our online and offline teams have worked together to achieve that.
With our offline marketing strategies, our products have reached multiple pharmacies in Pune city. To attract the right customers and make them aware of the brand, we focused on placing our offline advertisements where they could see them – the pharmacies!
The advertisements were designed to highlight our brand differentiators – unique, safe natural ingredients and product formulations rooted in traditional Indian wisdom and backed with rigorous science. With these campaigns, the customers could directly compare our products with our competitors in the market. This not only boosted our offline sales but also generated curiosity about the brand, leading to traffic to our website.
Newspaper advertisements helped us to build this customer relationship more and reach a wider audience. An essential part of our offline strategy was to build trust with doctors – pediatricians and dermatologists. They have started recommending our products to their patients. This number is steadily increasing and is helping us reach more and more physical stores in turn. It has been reassuring to see our products help babies with their skincare issues.
Our online marketing strategy has been multi-pronged as well. Here too our focus has been on establishing ourselves as a credible and trustworthy premium natural baby bath and skincare brand in India. We achieved this firstly by creating a brand language and identity that visually separates us from the competitors and has a great recall value. This brand identity is maintained throughout all our online channels – website, social media, and marketplaces – and has helped us cement the trust of our customers.
With our website, we have created a smooth, hassle-free buying experience. Our focus has been on ease of communication. Any customer service issues are dealt with promptly and effectively. We provide our repeat buyers exclusive offers to retain them. The website is also aimed at helping parents with their concerns regarding baby skincare, we have a dedicated space on the website that caters to this. Our social media marketing strategies are also focused on bringing value-addition to our customers – in line with our brand ethos of being a wise grandma-like companion to new-age parents. We achieve this through a mix of engaging, community-building, promotional, and informational content. To us, bringing value to the table matters more than jumping on the flashy, short-lived trends.
Our online marketplace campaigns have been designed similarly, and as a cumulative result of our omnichannel strategy, have been getting traction from customers all across India. We have also tapped into WhatsApp marketing. We run WhatsApp broadcasts weekly to our existing customers with skincare tips and exclusive one-day deals.
StartupTalky: What opportunities do you see for future growth in the baby care and skincare industry in India and the world? What kind of difference in market behavior have you seen within states in India?
Akanksha: Expansion to other states- Modern Trade and General Trade
With an omnichannel marketing strategy, CITTA has been able to get sales from Tier I, II, and III cities and reach 300 general trade stores in Maharashtra. Now we plan to expand to other states in India in both Modern Trade and General Trade sectors and establish ourselves as India’s best Baby Bath and Skincare brand.
Reaching doctors across India
Educating doctors about our products and the research undertaken to create them has been crucial to building people’s trust in our brand and creating demand for our products in offline stores. We want to expand our network to reach leading doctors (pediatricians and dermatologists) across India and become the brand every parent trusts for their baby’s skin.
Entering the international market as a pioneer of Indian skincare and baby care knowledge and techniques
We strongly believe that we are sitting on a goldmine of diverse natural ingredients and immense tradition-based expertise in India. Especially so when it comes to skincare and baby care practices. What the rest of the world is only starting to appreciate and emulate, we have been practicing in India for ages – “maalish” or baby massage is a classic example. We want to champion our Indian roots, back them with rigorous science, and bring India’s knowledge to the rest of the world with our range of our products. We want to create our own identity and presence in the international market as a pioneer Indian brand in the baby care and skincare segment.
Exploring products for women
CITTA products have resonated with our customers because of their high efficacy. We have received positive feedback from numerous mothers. We want to build on this trust and explore products for women in the coming years. With our commitment to quality and efficacy, we are confident that we will be able to do this well.
Opening up experiential stores
In the coming years, we aim to open experiential CITTA stores at multiple locations in India. These stores will be designed such that our potential customers can see, touch, smell, and feel the textures of our products. They will be educated about every ingredient that goes into our unique product formulations in an engaging, fun way so that they can remember it. We believe these experiential stores will help us to establish ourselves as customer-centric premium skincare and baby care brand.
StartupTalky: How do you plan to expand the Customers, SKUS, and team base in the future?
Akanksha:We plan to expand our customer base by reaching more states through physical stores as well as online marketplaces. We are also finding new ways of engaging meaningfully with our customer community – CITTA Care Club is a step towards that. Through this non-profit initiative of ours which is focused on parents’ well-being, we get to interact with parents – our potential customers – and understand their concerns in real time.
We thank Akanksha for spending her valuable time and sharing her learnings with all of us.
Preeti Karna
