An exclusive interview with Akanksha Sharma, CEO & CO-founder of CITTA, a brand owned by The Lexicon Group

(Pic - Akanksha Sharma, CEO & CO-founder of  CITTA)

An exclusive interview with Akanksha Sharma, CEO & CO-founder of  CITTA, a brand owned by The Lexicon Group

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. In Conversation with Akanksha Sharma- CEO & CO-founder CITTA.

1. When was CITTA founded?

2021

2. How many employees do you have?

11-30

3. How do you get an idea to start this venture?

I come from a family who has been into the education business for the past 25 years but I decided to diversify and start something new of my own. With my inclination towards FMCG and my mother passion into skincare and beauty, we have decided to fulfil their dreams. It was my mom's unfulfilled dream to start something in skincare. Then a couple of years back we got know about a leading baby brand has been accused of using chemicals in their product. I instantly decided to start our own line of baby care products that are natural and safe for babies.

4. Is the company funded?

No

5. Briefly explain about the business?

CITTA, the lifestyle segment from the house of The Lexicon Group, is an independent baby bath and skincare brand launched with a sole objective—to combine this country’s traditional heritage while providing the ease and convenience every mother needs to take care of her child. CITTA’s Baby Bath and Skincare products ranging from Moisturizing Baby Balm to Soothing Talc-Free Powder, the products are: free of toxins, sulphates, parabens, allergens and all harsh chemicals. Additionally, the products are dermatologically tested and approved—an essential factor for baby products. The brand upholds the highest standards of quality checks and believes in 100% transparency.

6. What is the future Plan?

My ultimate goal is to make CITTA a brand that everyone uses and trusts. We want to expand and offer a quality product and price that no one else is doing.

7. How is it different from others?

Our product formulations and safety standards that we maintain while formulating our products set us apart from the other players in the market. Though CITTA is for all babies, the ingredients chosen by CITTA are gentle and derived its roots from the ancient culture. Our team ensures that the baby products are safely made with locally procured ingredients. We ensure that the products are made with the highest quality ingredients and undergo strict testing multiple times for enhanced safety.

8. How fast are you growing?

We are growing at a rapid pace. Initially the brand started with online sales and is now available at all leading e-commerce platforms like Amazon, Flipkart and more. Currently, brand promotions are in full swing for CITTA. We want to take the right route through doctors, maternity hospitals and our pharma team is working day and night to make CITTA a household name. As of now, the products are available over the counter only in Pune. However, one can freely order them online! 

9. What’s your background? Did your grandmother/ mother face the problem you’re trying to solve? 

Born and brought up in a business-oriented family, entrepreneurship was common in my life. I have completed my graduation from the Fashion Institute of Design & Merchandising in Apparel Industry Management from Los Angeles. 

We at CITTA are trying to provide safe yet convenient solution to the newborn parents for their baby’s skincare. All CITTA products are created with ingredients that have EWG ratings which sets the foundation for any pharma-based brand. Further, CITTA is FDA and IFRA approved too. Our aim is to pick ingredients that are not high on toxicity. Our objective is to combine this country’s traditional heritage while providing the ease and convenience every mother needs to take care of her child.

10. Who are your main competitors?

As per our product formulations, we hardly have any competitors in the market. However, there are some funded big brands who have occupied large chunks due to people’s lack of awareness about the products and the ingredients they are using.

11. How are you different from the competition?

Our product formulations and our roots “Dadi Nani Ke Nuskhe” makes us special and helps us stand out from the crowd.

12. Talc discontinuation news by Johnson. How do you see it?

Everyone is talking about talc and how the baby talcum powder of a leading brand is under fire. However, we have a stringent set of rules when formulating our products that assure the use of natural ingredients. We believe that safety and transparency are two important factors for skin care, especially for babies. CITTA’s entire baby skincare range is crafted with extreme care and love and has the goodness of natural ingredients and is safe for your baby. All our products are free of harsh and harmful chemicals like talc, parabens, silicones, sulfates, and mineral oils. The products are safe, mild and dermatologist approved.

13. How do you prove your products are natural?

We have our certifications. All CITTA products are created with ingredients that have EWG ratings and 100% organic certification which sets the foundation for any pharma-based brand. Further, CITTA is FDA and IFRA approved too.

An Initiative by Startup Nama to publish verified information on different startups and organizations. The content in this post has been approved by CITTA.