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.
Preeti Karna
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.
