Revolutionising baby & skincare

In 2021, CITTA, the idea of three visionary people from Pune—Monisha Sharma, her daughter Akanksha Sharma and her son Tanay Sharma—rose to prominence in the field of tender, caring care for young children. This vibrant family created a high-end, all-natural skincare and bath line that was especially created with infants’ sensitive needs in mind. It has swiftly established itself as the preferred option for discerning parents looking for the finest for their priceless bundles of joy thanks to its careful attention to detail and thoughtful blend of natural components. Tanay Sharma is a dynamic force in the business world, with a unique blend of global vision and entrepreneurial drive. As COO, he brings a distinctive perspective shaped by his undergraduate degree from the University of Toronto and his extensive travels around the world. His inclusive leadership style fosters a culture of collaboration, where every voice is valued and every opinion matters. Tanay started his first business venture at the age of eighteen when he established Aaha! Pav Bhaji, a cloud kitchen. He also collaborated with CBSN, that supports scientists of colour and people from many ethnic backgrounds, when he was overseas. His personal philosophy, which holds that every person can achieve greatness regardless of gender, color, sexual orientation, or ethnicity, was influenced by this collaboration with young, brilliant brains from all over the world. He embodies the legacy of The Lexicon Group with a keen business mind to foster change, both within communities and on a national level. On the other hand, we have, Akanksha Sharma who is the dynamic co-founder and CEO of CITTA. With a passion for innovation and a deep understanding of the industry, she is also revolutionising the premium baby bath and skincare sector. Her expertise stems from a solid foundation in Apparel Industry Management from the renowned Fashion Institute of Design & Merchandising in Los Angeles, which allows her to approach business with a unique, multifaceted perspective. Below are some excerpts from the interview:
What factors influenced the choice to enter the adult skincare market?
Akanksha: It began as a newborn care founded on scientifically supported natural substances and generational wisdom. Our in-depth knowledge of formulations that are both gentle and effective led us to naturally transition into adult skincare! Given our hot and muggy atmosphere, we identified a demand in the market for high-performance skincare specifically designed to meet the specific requirements of Indian skin. It has its roots in the Sanskrit word ‘Chit’ (consciousness), it has always been about attentive formulations that put an emphasis on efficacy, transparency and purity. By branching out into adult skincare, we will be able to address common issues like dehydration, hyperpigmentation and environmental stressors and share our knowledge with a larger audience.
“Clean beauty” has gained popularity due to the rise of conscious consumerism. Do you think this is a trend driven by marketing or a long-term change?
Tanay: Unquestionably, the movement toward clean beauty and the emergence of mindful consumption are long-term changes rather than fads. This shift is indicative of a larger cultural trend toward self-care, environmental responsibility and better lifestyles. This way of thinking is in line with the growing awareness of the importance of respecting the environment and our bodies. By being completely open and honest about the substances we use in our formulations and on our labels, we avoid greenwashing.
What, in your opinion, sets your ingredient philosophy apart from those of other clean beauty companies?
Akanksha: Since our baby care line, this has served as our compass and we have continued it into our skincare line. Using natural components is only one aspect of our ingredient philosophy; we also make sure that each ingredient has a specific function and produces noticeable effects without sacrificing the health of your skin. We combine science-proven actives like AQUAXYLTM, Hyaluronic Acid, Ceramides and Niacinamide with powerful ingredients like Centella Asiatica, Saffron, Aloe Vera, Pomegranate and Ashwagandha, which are renowned for their restorative, energising and healing qualities. Deep nourishment, moisture and skin repair are guaranteed by this potent combo. We prioritise texture and application innovation above formulas!
While many skincare use traditional or Ayurvedic treatments, few are able to successfully combine tradition and modern technology. Could you explain how you combine the two without lessening their effectiveness?
Tanay: We have created skincare that are both natural and efficient by skillfully fusing traditional knowledge with contemporary science. Furthermore, humus extract—the top layer of mud known for its microbiome-restoring qualities—is used in our recently launched Protection Range. This line blends modern science with age-old customs, such as the idea that kids might boost immunity by playing in the mud. Additionally, we use the proprietary component AQUAXYLTM, which guarantees strong hydration.
Particularly in India, skincare is frequently quite personal and connected to family customs. How do you cultivate cultural and emotional ties?
Akanksha: Daily activities in India are heavily influenced by customs and cultural beliefs. By fusing these age-old methods with contemporary research, we respect these traditions. With each use, they are carefully crafted to be an extension of the care and rituals that our mothers and grandmothers have passed down through the years. We bridge the gap between traditional wisdom and contemporary skincare demands by combining cutting-edge, scientifically supported active ingredients with traditional ones like saffron, rice protein, coconut oil, turmeric, aloe vera and ashwagandha.
You joined as COO after it began as a mother-daughter business. How do you handle the difficulties of working for a family-run business?
Tanay: It has been incredibly rewarding to work with my mother and sister. Creating our very first moisturising baby balm in 2021 was one of the biggest obstacles we had to overcome! When procuring materials, for instance, we worked with suppliers for months to make sure we could stay away from potentially dangerous substances like parabens and sulfates, which not all vendors could supply. Additionally, we had to strike a careful balance between conventional wisdom and research-proven practices. My worldwide experiences, particularly in foreign markets, have given me a better understanding of the value of ingredient transparency and consumer trust, which I have observed in the success of natural skincare products overseas. I was able to introduce this viewpoint, making sure that we adhered to our Indian heritage while also meeting international standards. Benefits of working for a family-run company include common beliefs, but there are drawbacks as well, such as the need for ongoing communication to stay on the same page on our long-term goals.