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.

The Financial World in conversation with Akanksha Sharma Co- Founder & CEO and Tanay Sharma, COO CITTA, Baby bath care and Skin Care brand shared their views about the Baby care Industry.

 When and why did you think of starting a business in this segment ?

When I was studying in the U.S, my mom and grandma used to call and check up on me 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! 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 using this product for their babies! This incident gave me, my mom and my brother the final push to create a safer brand for babies, and that is how we started CITTA.

 You started your venture with baby care products and then you also ventured into skincare, any specific reason? Where do you see your future- any one segment or both?

Certainly! At CITTA, our journey began with a passion for creating safe and nurturing products for babies. As we delved into the world of baby care, we recognized the need for equally gentle and effective skincare solutions for both infants and their parents. Our expansion into skincare was a natural evolution, driven by the desire to provide comprehensive care for the entire family.

Our commitment to quality and safety extends beyond the nursery, and we believe that every member of the family deserves the best in skincare. By diversifying into skincare, we aim to cater to the evolving needs of our loyal customers and address the broader spectrum of skin concerns that individuals may encounter.

Looking ahead, CITTA envisions a future where we continue to excel in both baby care and skincare segments. Our dedication to innovation, sustainability, and customer satisfaction remains unwavering. We see the synergy between these segments, allowing us to create holistic solutions that resonate with our customers at different stages of life. Whether it’s the delicate skin of a newborn or the skin care needs of adults, CITTA is committed to being a trusted companion throughout the entire journey of family wellness.

How do you really bridge the gap between the 6 – 10-year segment?

Our skin is the largest organ of our body, and yet little attention is paid to it. Most of us only get around to following a good skincare routine in adulthood, and by that time, there’s a high possibility that a lot of damage has already been done – either by environmental stressors like the sun and pollution or because of medical skin conditions. We have created CITTA so that it can be a good skincare companion for people from the very start of their lives, simply so that they can have better skin since childhood itself. Babies and kids using CITTA will grow up with healthier skin, which I think is one of our biggest positive impacts. Also, my mother’s and grandmother’s nuskhe helped me stay connected with my rich Indian heritage and traditions. And every child who uses CITTA products gets to experience the same through our products. CITTA is a way of passing on the love of dadi-nani to every child.

Moreover, CITTA products are designed to be safe for newborns — the ones with the most sensitive skin. And what is safe for a newborn’s skin is safe for everyone! Our products are formulated after a lot of research to create that perfect blend of tradition and science that is nurturing, safe, and effective at the same time. We keep out all the toxic ingredients and formulate our products to tackle various skincare issues at their root level — which makes them suitable for newborns, babies, kids, and teenagers because they will continue to solve those issues regardless of age. For example, our Moisturizing Balm solves skin dryness with its unique oil-based zero-water formula, and it works just as well for a baby’s dry skin as for an adult’s.

• We have also heard that your products can be used by all age groups, can you please elaborate?

CITTA products are designed to be safe for newborns — the ones with the most sensitive skin. And what is safe for a newborn’s skin is safe for everyone! Our products are formulated after a lot of research to create that perfect blend of tradition and science that is nurturing, safe, and effective at the same time. We keep out all the toxic ingredients and formulate our products to tackle various skincare issues at their root level — which makes them suitable for newborns, babies, kids, teenagers and adults irrespective of gender as well because they will continue to solve those issues regardless of age. For example, our Moisturizing Balm solves skin dryness with its unique oil-based zero-water formula, and it works just as well for a baby’s dry skin as for an adult’s. Similarly, our Toning Mist and Glow Mists are made with natural ingredients like rose and aloe vera that are beneficial for both men and women. Me and my brother, use this balm and mists all the time in the office whenever needed. For an instant pick-me-up, we use our toning mists, or when our hands get dry, we use CITTA’s moisturizing balm!

• Many homegrown brands are capturing the Indian baby care market. How do you look at this?

Several homegrown brands in the baby care industry have recognized it quickly and capitalised on this surge in demand. They have focused on developing safe and effective skincare products specifically tailored for babies, leveraging their understanding of local preferences, cultural nuances, and traditional remedies. By tapping into their deep knowledge of indigenous ingredients and formulations, these brands have managed to gain the trust and loyalty of Indian parents seeking products that align with their cultural values.

One of the key advantages that homegrown brands have over their international counterparts is their ability to offer localized solutions. 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. Homegrown brands have leveraged this advantage by understanding 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. By formulating products that address these specific concerns, they have gained an edge in the market. Moreover, they 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.

To cater to the surge in demand, homegrown brands have also invested in research and development, ensuring that the products are safe, tested, and free from harmful chemicals. Furthermore, logistics and operations also play a crucial role in meeting the surging demand for safe baby skincare products. Homegrown brands have a better understanding of the local supply chain, distribution networks, and retail channels, which allows them to ensure the smooth and efficient delivery of products to consumers. The surge in demand for safe baby skincare products in India has presented a significant opportunity for homegrown brands in the baby care industry. By understanding the unique needs and preferences of Indian parents, offering localized solutions, emphasizing natural and traditional ingredients, and leveraging digital platforms, these brands have successfully thrived on this rising trend. As parents continue to prioritize the well-being of their babies, homegrown brands are likely to experience sustained growth in the Indian market.

• Message for young and budding entrepreneurs.

In an ever-evolving world where innovation and leadership are the driving forces of change, we celebrate a day that encapsulates the spirit of entrepreneurship. World Entrepreneurs’ Day is a tribute to the relentless dedication of visionary individuals who dare to dream and turn those dreams into reality.

Entrepreneurship is not just a buzzword; it’s a dynamic force propelling society forward. It involves the courage to step out of one’s comfort zone, envision a better future, innovate, and take calculated risks to create something extraordinary. Entrepreneurs are the architects of change, the trailblazers who disrupt industries, and the visionaries who turn ideas into reality.

In recent years, there has been a remarkable shift in the entrepreneurial landscape, with women taking centre stage. As a young woman entrepreneur, I understand the unique challenges and opportunities that come with this journey and am inspired to see how women entrepreneurs are breaking the moulds, defying stereotypes, overcoming fears, and making a significant impact.

Belief in oneself is the cornerstone of entrepreneurial success. Entrepreneurs possess the unshakable belief that they can achieve their goals regardless of the challenges they face. They know that passion is contagious, and it fuels not only their journey but also inspires those around them.