During the pandemic, Pune-based Akanksha Sharma and Monisha Sharma, co-founders and mother-daughter duo delved deep into researching Indian traditions of child care and studying natural ingredients to formulate products which are safe, gentle and mild for babies. After 2 years of extensive R&D, they launched CITTA, a natural baby bath and skincare brand that is cruelty and toxin-free.
What led this on? When Akanksha was studying, a well-known baby care giant came under fire for using harmful cancer-causing chemicals. As someone who has followed natural skincare remedies, Akanksha was quick to discuss the issue with her mother Monisha, who has a background in cosmetic engineering. The duo studied different household and traditional practices across different regions of India. “We looked at what is being used in the east and the west regions of India. We studied their benefits and formulated our products based on what we would like to offer. We were clear that we did not want to compromise on safety, since a child’s skin is very sensitive and spent most of our time carrying out lab research and working with doctors before commercially launching the brand in 2021,” she said.
CITTA offers different ranges of products, including moisturising baby balm, shampoo, massage oil, and baby powder. “We take pride in the fact that we are 100 per cent transparent. Every ingredient we use is mentioned on our label. The products are cruelty-free as well as free of toxins, parabens, sulphates, silicones, mineral oil, allergens and are dermatologically tested.”
Watch Akanksha Sharma, CEO & Co-founder, CITTA share her entrepreneurial journey and talk about her commitment to building a safe and conscious world.
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