Empowering with Care: CITTA Founder Shares Inspirational Journey on International Women's Day

In conversation with Akanksha Sharma, CEO & Co-founder, CITTA.

On this International Women’s Day can you share the story behind the inception of CITTA? How your background influenced your entrepreneurial journey?

While studying in the United States, my mother and grandmother maintained a heartwarming tradition. They regularly checked up on me, offering advice in the form of ‘nuskhe’ – traditional remedies from India. Whether it was sipping turmeric milk for healthy skin, using rosewater in the sun, or oiling hair with coconut oil, their care transcended a thousand miles that separated us. These ‘nuskhe’ were deeply rooted in Indian traditions, carrying the wisdom of centuries. Despite the physical distance, my family’s love manifested through these time-tested remedies. I wanted to share this experience of care and affection with everyone.

Simultaneously, a well-known baby care brand was under fire for incorporating unsafe ingredients like talc in its products, particularly baby powder. This revelation created shockwaves, affecting numerous friends and family members in India who trusted and used the brand for their infants. This incident catalyzed my mother and me to embark on a journey to create a safer alternative for babies. Thus, CITTA was born, driven by a commitment to provide a secure and wholesome choice for parents seeking the best for their little ones.

I was born and brought up in a business family, and my education in Apparel Industry Management helped me approach business through a multidimensional understanding of concepts and ideas. I have a key interest in design and have developed a sharp understanding of business and management. Also, I have seen my family’s indefatigable work ethic and how they have built an entire body of business right from scratch. This drive and motivation led me to launch CITTA.

What role do you see CITTA playing in the Indian skincare market, particularly in terms of catering to the needs of babies and toddlers?

CITTA envisions a pivotal role in the dynamic landscape of the Indian skincare market, specifically focusing on the unique needs of babies and toddlers. In the context of the burgeoning demand for safe baby skincare products in India, our brand stands out by offering a comprehensive solution that spans age groups, addressing the skincare needs of children and teenagers alike.

The surge in awareness among parents regarding the significance of using safe and natural products for their infants aligns seamlessly with CITTA’s philosophy. We recognize that the skin, being the body’s largest organ, requires attention from the very beginning of life. By introducing CITTA into the skincare routines of babies and children, we aim to lay the foundation for a lifetime of healthy skin.

CITTA’s product formulations are the result of meticulous research, striking a harmonious balance between tradition and science. Rooted in cultural understanding, our products leverage local preferences, cultural nuances, and traditional remedies. We are committed to offering nurturing, safe, and effective skincare experiences for all age groups.

A core principle guiding CITTA is the exclusion of toxic ingredients, ensuring our products are gentle and safe even for the most sensitive newborn skin. Our formulations address skincare concerns at their roots, making them versatile and suitable for users across various age groups. For instance, our Moisturizing Balm, featuring an innovative zero-water formula, effectively combats skin dryness. This product exemplifies our commitment to providing gentle and effective skincare solutions that are equally suitable for a baby’s delicate skin as they are for an adult’s.

In essence, CITTA aims to be a transformative force in the Indian skincare market, offering inclusive and age-defying solutions that prioritize the health and well-being of all individuals, from the earliest stages of life onward.

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Can you share some insights into your leadership style on this International Women’s Day?

My leadership style at CITTA is anchored in a blend of determination, commitment to excellence, and a belief in the power of collaboration. I approach entrepreneurship with a focus on positivity, emphasizing the possibilities rather than dwelling on potential obstacles. Central to my philosophy is the notion of creating one’s path to success while maintaining belief in oneself.

Moreover, I prioritize compassion in leadership, recognizing that every task involves individuals with their dreams and concerns. As a keen listener, I not only hear spoken words but also attune myself to unspoken sentiments, ensuring everyone feels valued and understood.

At the core of our success lies our teamwork. I firmly believe that our collective strength propels us forward and that true victories are achieved through collaboration. This ethos is reflected in our achievements at CITTA.

Reflecting on our journey, we’ve encountered challenges and celebrated successes, all of which have enriched our understanding and shaped our strategies. Our commitment to meeting the evolving needs of parents has been pivotal, driving us to invest in research, adapt to changes in consumer behaviour, and enhance our digital presence.

Looking ahead, innovation, sustainability, and operational agility remain our guiding principles. We’re excited to unveil new products and initiatives that not only address current demands but also anticipate future trends, ensuring CITTA continues to thrive in the ever-changing landscape of parenting.

How do you navigate the challenges and opportunities in the business landscape, especially in traditionally male-dominated industries?

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.

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What advice would you give to other aspiring female entrepreneurs?

For aspiring female entrepreneurs, my advice is rooted in the profound lesson of unwavering optimism. In the dynamic world of entrepreneurship, where decisions wield significant influence, maintaining a positive outlook is not just a mindset but a strategic imperative. While it’s essential to weigh the pros and cons, cultivating a mindset focused on the affirmative, even amid uncertainty, can be transformative. Acknowledge challenges but actively choose to believe in the success of your chosen path.

Once decisions are made, let them breathe. Dwelling on what-ifs impedes progress. Embrace a routine aligned with goals, recognizing that entrepreneurship is a gradual journey. Patience is a virtue; concentrate on incremental progress instead of fixating on past decisions. The entrepreneurial path is challenging, but a positive attitude serves as a resilient shield. Trust the process, focus on the daily grind, and success will materialize at its own pace. Whether it takes months or years, it’s in perseverance that the fruits of decisions unfold. Remember, optimism is not blind; it’s a strategic choice that propels you forward, ensuring your entrepreneurial journey remains a fulfilling and transformative experience.

Can you share any initiatives or strategies that CITTA implements to support women’s empowerment?

At CITTA, we are deeply committed to fostering women’s empowerment and promoting gender equality, both within our organization and throughout the broader community. Internally, we prioritize creating an inclusive workplace where diversity is celebrated. Our leadership team is dedicated to ensuring equal opportunities for all employees, irrespective of gender. We have implemented family-friendly policies, such as flexible work schedules and parental leave, recognising the importance of balancing work and personal life for both men and women.