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Tag: The Lexicon Group of Institutes

  • Leveraging Data to Increase Revenue: Unleashing the Power of Insights

    This article has been contributed by Nasir Shaikh, Group CEO, The Lexicon Group of Institutes, MultiFit, EduCrack, & EasyRecruit+, Associate Editor, Pune Times Mirror & Civic Mirror, Mediator, Leadership Life Coach, Conflict Coach (PCC), TEDx Speaker.

    In today’s digital age, data is the currency of success. Businesses that tap into the vast reserves of information at their disposal can unlock a treasure trove of opportunities to boost revenue. With the right tools and strategies, data can be harnessed to make smarter decisions, better understand customers, and identify untapped markets. In this article, we will explore some impactful ways to leverage data and increase revenue, backed by real-life examples of businesses that have achieved remarkable success.

    Ways to Leverage Data and Increase Revenue

    Harnessing Data for Targeted Marketing

    Gone are the days of one-size-fits-all marketing. Today’s consumers expect personalized experiences that cater to their specific needs and preferences. Data plays a pivotal role in understanding customer behavior, enabling businesses to deliver targeted marketing campaigns with laser-like precision.

    Netflix, the streaming giant, is a prime example of leveraging data for targeted marketing. The platform collects data on user behavior, including the content they watch, when they watch it, and how often they binge-watch. Using this data, Netflix provides personalized recommendations that keep users engaged and coming back for more, increasing subscription revenue and customer satisfaction.

    Empowering Data-Driven Research

    Data-driven research empowers businesses to stay ahead of the curve by identifying trends, market gaps, and new opportunities. By analyzing vast datasets, companies can uncover insights that inform critical decisions and guide their growth strategies.

    The fashion industry is notoriously fast-paced, and staying ahead of trends is essential. Zara, the Spanish clothing retailer, leverages data-driven research to identify emerging fashion trends quickly. By analyzing social media, runway shows, and customer feedback, Zara’s design team gains real-time insights that influence their production and inventory choices. This data-driven approach has propelled Zara to the forefront of the fashion industry, resulting in increased sales and brand loyalty.

    Similarly, Zudio’s data-driven research extends beyond marketing. The company analyzes data on the latest fashion trends, consumer demand, and competitor offerings. Armed with these insights, Zudio’s design team creates collections that align with customer preferences, resulting in better product-market fit, reduced inventory costs, and higher revenue.

    Personalization and Customer Experience

    The modern consumer seeks personalized experiences at every touchpoint with a brand. Data enables businesses to better understand their customers’ preferences, pain points, and purchase behavior, allowing them to deliver tailor-made experiences that resonate with their audience.

    Amazon, the e-commerce behemoth, is renowned for its data-driven approach to personalization. The platform analyzes vast amounts of data on customer browsing and purchase history, enabling them to offer personalized product recommendations and targeted advertisements. This level of personalization enhances the customer experience, boosts customer loyalty, and significantly increases revenue through repeat purchases.

    Predictive Analytics for Informed Decision-Making

    Predictive analytics is a powerful tool that allows businesses to forecast future trends and behaviors based on historical data. By leveraging predictive models, companies can make informed decisions that optimize sales, marketing, and resource allocation.

    Starbucks, the global coffee chain, uses predictive analytics to optimize its store locations. By analyzing data on foot traffic, demographics, and local preferences, Starbucks identifies prime locations for new stores. This data-driven expansion strategy has helped them maximize revenue by targeting areas with the highest potential for success.

    Unleashing Data Innovation

    Innovation is the lifeblood of growth, and data can be a catalyst for disruptive ideas and products. By fostering a culture of data innovation, businesses can encourage creativity and push the boundaries of what’s possible.

    Tesla, the electric vehicle pioneer, is a trailblazer in data innovation. The company collects real-time data from its fleet of vehicles, continuously analyzing performance, battery health, and user behavior. This data-driven approach allows Tesla to push regular software updates that enhance vehicle performance, safety, and user experience. Through data innovation, Tesla has revolutionized the automotive industry and achieved substantial revenue growth.

    Optimize Pricing Strategies

    Data can offer valuable insights into pricing strategies that optimize revenue generation. By analyzing data on customer willingness to pay, competitor pricing, and market demand, businesses can set prices that strike the perfect balance between profitability and customer satisfaction.

    Uber, the ride-hailing giant, leverages data to implement surge pricing during peak hours or high-demand events. By dynamically adjusting prices based on real-time data, Uber optimizes revenue while encouraging more drivers to be on the road during busy periods. This data-driven pricing strategy has enabled Uber to maintain a reliable and efficient service for customers while maximizing revenue.

    Historical Data Analysis for Demand Forecasting

    One of the fundamental aspects of demand forecasting is analyzing historical data. By examining past sales data and customer behavior, businesses can identify trends, seasonal patterns, and historical demand fluctuations. This analysis provides valuable insights into how demand has evolved over time and forms the basis for making future predictions.

    One of the key components of many hotels’ revenue optimization strategies is demand forecasting. By analyzing historical booking data, including past room rates, occupancy levels, and booking patterns, the hotel/chain can identify seasonal trends and demand fluctuations. This enables them to forecast future demand accurately and adjust room rates accordingly.

    For instance, during peak seasons or high-demand periods, the hotel raises room rates to capitalize on increased customer willingness to pay. Conversely, during off-peak times, they offer discounted rates to attract more bookings and maintain high occupancy levels.

    Loyalty Program Integration

    Data plays a pivotal role in loyalty program integration. By tracking customer activity within the loyalty program, companies can understand customer engagement levels, preferences, and spending behavior, thereby driving revenue.

    A coffee shop chain’s loyalty program tracks the purchase history of its members. The data reveals which products each customer prefers and the frequency of their visits. Armed with this information, the coffee shop can offer personalized rewards and incentives to its loyal customers, such as free beverages or exclusive discounts. This strengthens customer loyalty, leading to increased visits and higher revenue from repeat business.

    Gamification and Rewards Optimization

    Using data analytics, companies can optimize their loyalty program rewards and gamification elements to keep customers engaged and incentivized to return. By analyzing customer behavior, companies can identify which rewards and incentives are most appealing to their customers.

    A mobile gaming app optimizes its loyalty program rewards by tracking in-game behavior and preferences. Players who consistently engage with specific game modes receive tailored rewards that encourage them to spend more time on the app and potentially make in-app purchases. This strategy drives user retention and increases revenue from in-app transactions.

    Conclusion

    The era of big data has opened endless possibilities for businesses to increase revenue and achieve sustainable growth. By harnessing data for targeted marketing, empowering data-driven research, personalizing customer experiences, leveraging predictive analytics, fostering data innovation, and optimizing pricing strategies, companies can gain a competitive advantage in today’s fast-paced business landscape.

    The examples mentioned in this article demonstrate the transformative power of data when used strategically. Embracing data-driven decision-making not only leads to increased revenue but also enhances customer satisfaction and builds long-lasting relationships. As businesses continue to evolve and adapt, the key to success lies in leveraging data to unearth invaluable insights and propel growth into the future.

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  • The Art and Science of Brand Differentiation That Attracts Consumers

    This article has been contributed by Nasir Shaikh, Group CEO, The Lexicon Group of Institutes, MultiFit, EduCrack, & EasyRecruit+, Associate Editor, Pune Times Mirror & Civic Mirror, Mediator, Conflict Coach, Leadership Life Coach (PCC), TEDx Speaker, Passionate Golfer.

    In today’s congested economy, brands must separate themselves from the competition more than ever. This can be a challenge, as there are many factors that contribute to a strong brand. However, there are a few key areas that brands can focus on to create a unique and compelling brand identity.

    One of the most important aspects of brand differentiation is to identify a clear target audience. Once a brand knows who it is trying to reach, it can tailor its messaging and marketing efforts to appeal to that specific group. For example, a brand that is targeting millennials will use different language and imagery than a brand that is targeting baby boomers.

    Another key factor in brand differentiation is to create a strong value proposition. This is what will make a brand stand out from the competition and give consumers a reason to choose it over the other options available. The value proposition can be based on several factors, such as quality, price, convenience, or unique features.

    Finally, brands need to consistently communicate their value proposition to consumers through all of their marketing channels. This includes advertising, public relations, social media, and even their website and packaging. By consistently communicating their value proposition, brands can help to ensure that consumers remember them and choose them over the competition.

    Successful Examples of Differentiated Brands

    Here are a few examples of brands that have successfully differentiated themselves from the competition:

    Amul: Amul is a renowned Indian dairy cooperative that has differentiated itself through its humorous and creative advertising campaigns. The brand has positioned itself as the “Taste of India” and gained a loyal customer base through its catchy taglines and relatable messaging.

    Apple: Apple is known for its high-quality products, innovative design, and simple user interface. These factors have helped Apple to create a strong brand identity that appeals to a wide range of consumers.

    Titan: Titan is an Indian watch brand that has differentiated itself through its innovation and design. The brand introduced various features and styles to cater to different consumer segments, such as Titan Edge, the slimmest watch in the world, and Titan Raga, a range of watches designed for women with intricate designs and patterns.

    Nike: Nike is known for its commitment to performance and innovation. The company’s products are designed to help athletes achieve their goals, and its marketing campaigns are often inspiring and motivational. This has helped Nike to become one of the most popular and successful sports brands in the world.

    Starbucks: Starbucks is known for its high-quality coffee, comfortable atmosphere, and friendly service. The company has created a unique brand experience that has helped it to become one of the most popular coffee chains in the world.

    These are just a few examples of brands that have successfully differentiated themselves from the competition. By focusing on the key areas of target audience, value proposition, and consistent communication, these brands have been able to create a strong brand identity that attracts consumers.

    Ways Brands Can Stand Out From the Competition

    In addition to the factors mentioned above, there are a number of other things that brands can do to differentiate themselves from the competition. These include:

    Focusing on a unique selling proposition (USP): A USP is a feature or benefit that sets a brand apart from the competition. For example, Nike’s USP is its commitment to performance.

    Creating a strong brand personality: A brand personality is the set of human characteristics that are associated with a brand. For example, Apple is known for its innovative and creative personality.

    Using storytelling: Storytelling is a powerful way to connect with consumers and create a lasting impression. Brands can use stories to share their values, mission, and history.

    Creating a strong visual identity: A strong visual identity includes a memorable logo, consistent branding across all channels, and eye-catching marketing materials.

    By focusing on these factors, brands can create a unique and compelling brand identity that attracts consumers.

    Conclusion

    In today’s cutthroat marketplace, brands must go above and beyond to set themselves apart. By honing in on their target audience, crafting a compelling value proposition, and consistently delivering their message, brands can create a magnetic brand identity that captivates consumers. Just look at industry giants like Apple, Nike, Starbucks, Amul, and Titan, some of the top brands that have mastered these strategies to perfection. Yet, there’s more to it!

    Brands can unlock their full potential by embracing a unique selling proposition, nurturing a distinct brand personality, weaving captivating stories, and showcasing a visually stunning identity. With these tactics in their arsenal, brands can forge an indelible mark, leaving an irresistible allure for consumers and securing their unwavering loyalty. The path to brand differentiation lies in embracing boundless creativity, unwavering innovation, and an unyielding dedication to excellence. So, as a brand, dare to be different, and the world will eagerly follow your remarkable journey!

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  • The Lexicon Group: Creating Sustainable Education Ecosystem

    Company Profile is an initiative by StartupTalky to publish verified information on different startups and organizations. The content in this post has been approved by The Lexicon Group.

    In India, the education market is expected to reach US$ 4 billion by 2025. Indian education is changing with large private individuals contributing to improve education in the country. The Educational institutions focus more in enhancing creativity of student and progressive education.

    There are several educational institutions under the brand name Lexicon. The Lexicon group of institutes provides visionary and progressive education to children. Read to know the success story of The Lexicon Group, its founders, the startup story, marketing, acquisitions, and more.

    Lexicon Group – Company Highlights

    Startup Name The Lexicon Group
    Headquarters Pune
    Industry Education, Wellness, Edtech,Legaltech, Baby care, Print Media, and STEM Toys
    Founder Mr. S. D. Sharma, Mr. Pankaj Sharma, and Mr. Neeraj Sharma
    Founded 2006
    Website lexiconedu.in

    The Lexicon Group – About
    The Lexicon Group – Industry
    The Lexicon Group – Founders and Team
    The Lexicon Group – Startup Story
    The Lexicon Group – Name, Tagline, and Logo
    The Lexicon Group – Getting Students after The Launch
    The Lexicon Group – Challenges Faced
    The Lexicon Group – Marketing
    The Lexicon Group – Acquisitions
    The Lexicon Group – Future Plans

    About The Lexicon Group of Institutes

    The Lexicon Group – About

    Many individuals turn into entrepreneurs to start a new venture but when they started their transition from the business of publishing into making their vision of creating a school that provides accessible quality education, they were clear that they wanted to make a difference and that is how The Lexicon Schools were conceptualised.
    Their endeavors are:

    • Developing a mindset of ‘Believe In Yourself’
    • Focus on Value Education
    • Recognise each student is ‘unique’ and hence the approach
    • Evolving Pedagogies
    • Develop a thought process on how you can add back to your family, your community, your country, and humanhood at large.

    They want to set up schools, where they would help children learn how to exhibit qualities and emotions of love and respect and learn important lessons in honesty, punctuality, respecting time, and most importantly loving oneself… being an ambassador of positivity.

    The students should be known for more things than just being professionals or academicians’- this is the thought with which they started establishing the schools. One thing led to the other, and they decided to branch out into graduate and post-graduate education too. They wanted the learning philosophy to flow into their lives, leading them to hit the ground running when the time comes. As they have grown various companies touch every part of their lives from when they are babies to the education they undertake or prepare for competitive exams or when they are on the rocking chair reading the Pune Mirror lazily on a Sunday.

    The Lexicon Group – Industry

    They believe in the philosophy to compete with yourself only. Competition is not about sizes, it is not about other brands, Competition should be a benchmark that helps you become better than what you were yesterday. The best is to compete with yourself; there are dangers of feeling you are the best too soon. They never looked at market sizes. They focussed on how to overgrow and then become new in itself.

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    The Lexicon Group – Founders and Team

    Mr. S. D. Sharma is the Founder of The Lexicon Group.

    Mr. Pankaj Sharma – President & Management Trustee, The Lexicon Group.

    Mr. Neeraj Sharma – Vice Chairman, The Lexicon Group

    The Lexicon Group – Startup Story

    After they set up the Education Ecosystem revolving around Lexicon Kids, The Lexicon Schools, Lexicon Institute of Hotel Management, and Lexicon Management Institute of Leadership & Excellence, the remaining businesses happened because of the people around. They never ideated what to start, but when they come across people with passion and expertise they become the platform to amplify their potential. So over the last few years they focused on meeting nice human beings and creating meaningful relationships and the businesses that have grown have been a by-product of the same.

    Let’s take the example of EduCrack, one of their professors was keen to create a technology ecosystem for the preparation for competitive exams. They supported his vision with the technology know how, his academic knowledge, their marketing and brand acumen and build EduCrack from the first click. Similarly for Thinker Place or any of the other companies. It revolves around the Concept of ‘P.I.P – People, Integrity, Passion; and the rest falls in place.

    If the person has the zeal to do something and a plan and a dream; they are willing to gamble bucks on it. Investing in people has usually paid off well.

    Their initial focus was to create a sustainable educational ecosystem to contribute to the society and country. A holistic approach towards model citizens, better community outreach and most importantly value-based individuals contributing to the greater good personally and professionally. Their diversification also has the same goal, where each of the products and services are in one way or the other contributing to the betterment of the individual or/and the society.

    Lets look at CITTA – Whilst Akanksha Sharma, CEO and Co-Founder of CITTA was pursuing her bachelor’s degree in apparel industry management from the Fashion Institute of Design and Merchandising in Los Angeles she came across various articles of ‘Baby Care giants came under huge media scrutiny a few years ago as multiple lawsuits were slapped stating companies were using asbestos-containing talc that can cause cancer..’ This got her working on CITTA (inspired by the Sanskrit word chit, which means “pure consciousness”) – a natural baby bath and skincare brand that is cruelty and toxin free.

    The Lexicon Group of Institutes Logo
    The Lexicon Group of Institutes Logo

    The word Lexicon means a dictionary. The name comes from my philosophy of an educational institution – a school for example doesn’t necessarily only stand for academics or sports… it means and adds more. Like a dictionary has meaning for all the words, so do The Lexicon Schools provide a meaning for every student- wherein the student learns academic subjects, engages in extra-curricular activities, understands the nuances of life, starts believing in himself or herself, and lot more.

    The logo is equally simple – a shield signifying an environment which is safe, secure and nurturing and each of the colors on the shield focusing on different elements of growth. So Blue stands for Learning, Red stands for Innovating, Orange for Excelling and Green for Growing… these four elements have a 360° approach and are not restricted to academics, professional or personal but more.

    The moto for The Lexicon School and The Lexicon Group is mindfully chosen.. ‘Believe in Yourself’, probably the three strongest words listed together which have the potential of changing lives if you believe in them and that is what Lexicon group try to ensure. Their team across works toward instilling a mindset of believing in Yourself as you are what you are because of your beliefs. Tomorrow you will be what you will be only because of your beliefs too. Belief is probably the core of any human being and if you can believe in yourself, you are a winner. That is how the name Lexicon came about.

    The President of the Lexicon Group was into selling books and the maximum he sold was the Lexicon Encyclopedia. The meaning of Lexicon always stood strongly in his mind and when he had to name the Schools, there was natural synergy to choose the name – The Lexicon Schools and registered it.

    The Lexicon Group – Getting Students after The Launch

    This was probably the most difficult thing to do, forget the first 100, the first student was a challenge and it took years to get the first 100 in… there was no looking back as today only in Pune Maharashtra, the Student-Parent community stands at 20000 +. After they launched the school they did multiple marketing activities which included the use of billboards, (something that was not standard practice 20 years ago) for everyone in Pune to know about it.

    They got an Expat Principal who was working with Cambridge Board to lead the school. Lexicon group invested in experienced teachers with repute. The mix was perfect but unfortunately what they lacked were students. They launched the school and they had EMIs to pay, loans to be paid and salaries to be given. But they weren’t making a penny.

    They admitted 19 students in the first year. After much struggle, the 19 became 40 in the next year and then the 40 became 60. The progression was slow but every year they grew… the first 5 years were very difficult personally, financially and professionally but one thing stood out… they believed in ourselves and Lexicon group was committed to win. After they got the first 100, it turned to 10,000 very quickly.

    The 100 to 10,000 was all about delivering the promise. So, if you can continue delivering all that you have promised then 100 to 10,000 becomes easy. Once you pursue excellence with integrity and put people first the journey is easy. Over the years, they have ensured that everyone they associated with, they have been honest in the interaction and in the engagement. They also strongly believe that they have not only delivered their promises but have exceeded expectations across and thereby made their hard work, diligence, and commitment to deliver on the promises the catalyst to their growth.

    The Lexicon Group – Challenges Faced

    There were many things which didn’t work. There were very few things that worked. But overcoming each needed persistence. Eventually, things worked out. The founder and team toiled and made it successful. Things that have worked have taken my focus, energy, and persistence along with help from the right people who have ensured to see things come to their culmination and succeed.

    The best part is that you don’t run an organization or your home or any enterprise, the people you associate with do that. As the Patron of the Lexicon family, my role is to look after the members in it. So, you don’t run the organization, but you look after the people and the people look after the organization. They have just built relationships with the people, they have done wonders for the organization.

    The Lexicon Group – Marketing

    They always believe in PR-led campaign. So, whatever they have done, they have put it into the newspaper or they have promoted it digitally. They have always used this communication strategy because they would like their stakeholders or prospective customers to know what they are doing right now. With advertisements, you are telling what you want to sell but through information and PR-driven thought process you are giving your customers and users a peek into the real you, what you are doing, what your initiatives are, what worked for you. They like to talk about what is happening now, how they are making news in the present, and what they plan to do as they grow. They are also extremely particular to be honest in their communication.

    A simple example goes like this…. Years ago, The Lexicon Group got in a few scientists of the city together and they made their students meet these scientists and said since now they are all in one room where they have the top scientists and you students… can they all together and create something that this city or this country have never seen before? So that’s when their students and the scientist got together and created the cheapest computer then of the country. As an organization, they could bring about innovation and contribute.

    In India, it’s unfortunate that we don’t have a research bent of mind. Getting children to explore, think and innovate is something Lexicon Group want to do. They want to encourage them to develop a research bent of mind. To create a curious mindset and hence they continuously encourage at all levels, be it their pre-schools, K-12 schools or their other institutions.

    Once, through an event, they instilled a spark of survival and entrepreneurship in the students of Lexicon MILE (PGDM and Global MBA Courses) and the results were unbelievable. They gave a task to the students and took away their money, gave each of them Rs. 500 and asked them go out and fend for themselves. One ground rule was set – Nothing Illegal will be done and no borrowing of money. Odd jobs were done like selling flowers, wiping cars, teaching dance to some society members and things like this. This discovery of being able to fend for themselves without prior support was a priceless reward for all together. This is one reason students of Lexicon Group of Institutes develop self-reliance and an entrepreneurial bent of mind.

    The Lexicon Group – Acquisitions

    Lexican group has recently acquired MultiFit. MultiFit has a Pan-India, UK and UAE presence with close to 40 gyms across. The company once a power-house lost out in the pandemic and they have taken it over giving an entry into the arena of health and fitness. Their focus is to resurrect the brand and take it to its destined success.

    They also acquired Pune Mirror from Times of India. As a 180 years company, it is for the first time that they have liquidated some of their assets. They are amongst the only people who have acquired something from the TOI and this endeavor has done extremely well under them. This has also given them an entry and a foothold into the media industry. They have plans for Indian media to look different. They are focused in going into multiple cities with multiple mediums. It could be a newspaper today, could be digital, or even electronic tomorrow. So electronic media is their next bet. Their attention centered on existing brands that are ready to sell and they would be very keen to buy that. If they do not get an existing brand, they will eventually get into making one on their own.

    The Lexicon Group – Future Plans

    Each of the verticals of Lexicon group is exploring and aiming for growth.

    • With educational institutes they want to have a pan-India footprint in the next 5 years and are looking for like-minded partners.
    • At MultiFit the goal is to achieve a milestone of 200 gyms in the next 3-5 years.
    • At EduCrack they are looking at 5 lakh users per month as the the online coaching platform for all the competitive examinations.
    • They have a brand which is called CITTA specializing in baby products made with natural ingredients. They want to expand the brand to pan India and help all millennial parents in their parenting journey.
    • They are also looking at a multi-country spread soon.
    • Thinker Place is a unique company which has got huge plans of replacing books with educational toys. It is again going to be traveling across the length and breadth of the world.
    • They want to create The Lexicon University in future and they are all working towards the same.

    FAQs

    Who is the founder of The Lexicon Group?

    Mr. S. D. Sharma, Mr. Pankaj Sharma, and Mr. Neeraj Sharma are the founders of The Lexicon Group.

    When was The Lexicon Group founded?

    The Lexicon Group was founded in 2006.

    What are the schools under The Lexicon Group of Institutes?

    Some of prominent schools under The Lexicon Group are:

    • The Lexicon Kids pre-schools
    • The Lexicon Schools
    • The Lexicon Rainbow School
    • Lexicon Management Institute of Leadership and Excellence

  • CITTA Baby Care Products – GrandMa Approved & Backed by Modern Science

    Company Profile is an initiative by StartupTalky to publish verified information on different startups and organizations. The content in this post has been approved by CITTA.

    The baby care products market in India is projected to grow at a CAGR of 11.11%, from 2020 to 2025. There is a growing awareness in parents about the health and hygiene of babies. Costomers are highly inclined towards natural and organic baby care products. There is huge demand of products with organic ingredients that have significant health benefits and are non-allergic to babies. These types of products are boosting the demand of skin-friendly baby care products in India.

    CITTA is a brand owned by the Lexicon Group of Pune that offers baby bath and skincare products. Their products are made with natural ingredients with the fusion of modern science to provide safety, care, nourishment, and love to babies.

    Read the startup story of CITTA, products, founders, business model, and more.

    CITTA – Company Highlights

    Startup Name CITTA
    Headquarters Pune
    Industry FMCG – Baby Bath and Skin
    Founder Monisha Sharma and Akanksha Sharma
    Founded 2021
    Parent Organisation Lexicon Group
    Website cittaworld.com

    CITTA – About
    CITTA – Industry
    CITTA – Founders and Team
    CITTA – The Idea and Startup Story
    CITTA – Name and Logo
    CITTA – Products
    CITTA – Business Model and Revenue Model
    CITTA – Customer Acquisition
    CITTA – Challenges Faced
    CITTA – Marketing Strategy
    CITTA – Growth
    CITTA – Advisors and Mentors
    CITTA – Competitors
    CITTA – Recognition
    CITTA – Future Plans

    Story About CITTA from Co-Founders of CITTA

    CITTA – About

    CITTA is a premium quality natural baby bath and skin care brand that is safe and tested. They are traditionalizing the experience of childcare for every modern parent by taking inspiration from the nuskhes [natural remedies] and love that our grandmothers showered us with. By researching the ancient rituals used in India for centuries to provide natural childcare, they have managed to modernize it by specially formulating products with high-quality ingredients most of which are Eco-Certifed and/or COSMOS certified. They understand that a baby is the most pure and precious thing in the world and so their safety is the priority, which they ensure by extensive testing that every batch of their lab-formulated product undergoes. CITTA provides each baby with the safety, care, nourishment and love exactly like a grandmother does, which is why they are 100% Grandma Approved.

    They believe in 100% transparency, they are absolutely honest about every ingredient they use and mention the same on their products. When you start using CITTA’s products on your baby, CITTA becomes a part of your child’s life and so it also becomes their duty to protect and ensure that every child is safe and get benefits from their products.

    CITTA – Industry

    They began their research online by understanding the market size and audience using reports like Deloitte. After they understood their target audience a little and the basic market size, they worked with the Lexicon Center for Research and Innovation who helped them conduct further detailed research.

    CITTA – Founders and Team

    CITTA was co-founded by a mother and daughter duo – Monisha and Akanksha Sharma.

    Monisha Sharma completed her B.Tech in Cosmetics and is the Director of the Lexicon Schools, along with being the co-founder of CITTA.

    Akanksha Sharma completed her Bachelors in Creative Industry Studies from FIDM, Los Angeles and is the co-founder and CEO of CITTA.

    Together, their dream is to create an honest and natural brand that combines Indian traditions for the modern user. The team has 9 people including the founders. One thing they all have in common is that they are all dedicated towards growing CITTA and work passionately, they call themselves the CITTA family.

    CITTA – The Idea and Startup Story

    Akanksha Sharma was studying in the US when she heard the news about the ongoing case of a certain baby care company. It really disturbed her. 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, she had the opportunity to receive the love and knowledge of her dadi and nani and all their nuskhas. She wanted to share it with every precious little child. When she came back from the US, with the help of my mother, who studied cosmetic technology they decided to create CITTA, a natural and safe option for parents where tradition is backed by modern science. They were able to connect with a research and development lab with over 25 years of experience. Then they conducted research on the ingredients and traditions across India. Post that the formulations  they developed and tested, they worked on this for over 15 months to perfect the formulations. Only after they were satisfied with the formulas, they go into manufacturing at a safe and GMP-certified facility. Today their extensive journey is yielding great results as doctors across Pune are appreciating and recommending CITTA products.

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    CITTA Logo

    CITTA is inspired from a sanskrit word ‘Chitt’ which means consciousness. They hope that everyone is extremely aware and conscious about what they apply on themselves and their baby’s skin and it ties them to our Indian heritage.

    Akanksha Sharma, the CEO actually made the logo herself, it’s meant to reflect the simplicity and premium quality and ingredients.

    CITTA – Products

    CITTA Products
    CITTA Products

    Their natural premium babycare products range consists of,

    1. Moisturizing Baby Balm- the first of its kind in India, which provides longer lasting moisturization than a cream, with 7 natural oils, Vit E and goodness of Shea Butter.
    2. Gentle Foaming Baby Shampoo – the 1st Indian natural foaming shampoo for babies with the goodness of oats and almond oil, No tears.
    3. Tender Foaming Baby Wash – the 1st Indian foaming baby wash with aloe vera and coconut for increased moisturisation and rice protein for natural cleansing.
    4. Soothing Talc-Free Baby Powder – Talc-free with cornflour and oat silk
    5. Nourishing Baby Massage Oil – a unique blend of 12 Nourishing Oils and Vitamin E.

    A majority of the ingredients are ECOCERT and/or COSMOS and/or NATRUE certified. They, at CITTA, believe in creating a 100% vegetarian brand with raw materials which are strictly sourced from suppliers that DO NOT test on animals and are 100% cruelty-free. All their products are innovated so that they are more convent for the parent and bottles tradition, eg. Most baby shampoos are thick and need to be mixed with water and then applied to the baby’s hair, since CITTA baby shampoo are foams, they can be directly applied to the baby’s hair. It also has almond, olive, and coconut oil to keep their hair soft and nourished.

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    CITTA – Business Model and Revenue Model

    CITTA is an FMCG company and are reliant on e-commrece at the moment. They are available on multiple reputed platforms like Amazon, FirstCry, Flipkart, JioMart and more. They are also available in medical stores across Pune city, and are recommended by pediatricians and dermatologists. CITTA is in a unique market space, since very few premium baby care brands exist in the baby bath and skincare category, however premium ingredient quality leads to premium pricing.

    Here’s a list of their products and their MRPs, however they run seasonal discounts and offer promotional pricing at in-store purchases.

    1.Moisturising Baby Balm 200gm – Rs.1099
    2.Nourishing Baby Massage Oil 200ml – Rs.999
    3.Tender Foaming Baby Wash 150ml – Rs. 799
    4.Gentle Foaming Baby Shampoo- No Tears 150ml – Rs. 759
    5.Talc- Free Baby Powder 200gm – Rs.659

    Their commission varies for every marketplace.

    CITTA – Customer Acquisition

    They launched initially by creating social media handles and their website. However quite early they started working with channel partners like Amazon. Creating awareness using Instagram and Facebook worked well for them, but the most precious thing for them is word of mouth and they are receiving wonderful feedback from most sources, who are passing the word forward.

    A decent chunk of their orders are from returning customers, so retaining consumers is easier when genuine quality is provided and products show effective results. However to attract new consumers they market on various social media platforms, as well as Google and the newspaper.

    They recently took part in their first offline event in Pune and it turned out quite successful. On the very first day of the two-day event the hero product of CITTA- the Moisturising Baby Balm, which is the highest priced product, got sold out! They believe that they have created products that are solving genuine consumers’ issues and hence they are trying to take a more direct approach to marketing. As for collaborations they believe in grabbing any opportunities that come their way!

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    CITTA – Challenges Faced

    They began right in the middle of the lockdown where vendors were far and few and timelines were very difficult, the price of materials had shot up exponentially due to trade barriers and lack of resources. Another issue was that most vendors required huge minimum orders and as a new and bootstrapped company they couldn’t produce too much or invest so much in materials, so it was a struggle to find vendors. However, they were able to find a few vendors who believed in their vision when they explained their brand values to them and that’s how they started their journey. The effects of the Covid induced lull in the market but things are looking positive now and they are optimistic about the future.

    CITTA – Marketing Strategy

    Their best marketing campaigns have been the ones where they have shared people’s honest feedback about the product, so consumer testimonials and proof has yielded good results. Also sharing their brand story has helped in explaining to people how and why CITTA was created.

    CITTA – Growth

    Currently, they are available across India on e-commerce sites like website and on marketplaces like Amazon, FirstCry, Flipkart and they are joining other platforms as well. They are also available offline in their home city of Pune. They are available in medical stores and they are in process of collaborating with a large medical chain across India. They are associated with premium maternity and childcare hospitals in the city and are being recommended by top doctors of the city. They are also starting to work with mom-influencers who are careful about what they recommend to their audience. They hope to expand offline to other top cities in India and market more heavily using digital and traditional methods.

    CITTA – Advisors and Mentors

    Since Mrs.Monisha Sharma has over 25 years of experience she guides them, along with Mr.Pankaj Sharma the president of the Lexicon Group. They are supported by their R&D partners in terms of research and formulations.

    CITTA – Competitors

    Their competitors are brands like Himalaya baby since they are both natural brands. Price-wise their toughest competitor is SebaMed Baby.

    CITTA – Recognition

    CITTA is a Dermatologist Tested and Approved brand, as well as an FDA approved brand. The manufacturing is done in a GMP certified facility and most of their ingredients are either ECO-CERT, and/or COSMOS and/or NATRUE certified since they only work with the top materials vendors for enhanced quality. Their mild fragrance is IFRA – The International Fragrance Association certified as an allergen-free fragrance and hence even though they use only the smallest quality of fragrance in their formulations they still want to ensure that it causes no reactions on the baby’s sensitive skin. They also worked with the office of the Gov. of Maharashtra to provide free skincare kits to young underprivileged babies and children.

    CITTA – Future Plans

    They hope to make CITTA a household brand in India. They believe that every child deserves the best and it’s their duty to provide it as their products are safe and natural, inspired by Dadi Nani ke Nuskhe and backed by science. Once they are successful in making CITTA a household name in India, then they plan to export in the future too as they want to reach out to most of the children across the world with their products. Their products are of international quality and would be appreciated by the people there too.

    FAQs

    Who is the founder of CITTA?

    Monisha Sharma and Akanksha Sharma are the co-founders of CITTA.

    When was CITTA founded?

    CITTA was founded in 2021 in Pune.

    Some of the popular baby care products by CITTA are:

    • Moisturizing Baby Balm
    • Gentle Foaming Baby Shampoo
    • Tender Foaming Baby Wash
    • Soothing Talc-Free Baby Powder
    • Nourishing Baby Massage Oil