Akanksha Sharma: Conscious Baby care

Akanksha Sharma was studying in the US when she heard the news about a case against a certain baby care company for its harmful inferior quality products. It really disturbed her. She says, “Babies are the most innocent beings and it’s our job to protect them so anything we apply on them needs to be 100% safe. Growing up in a large family of 10, I had the opportunity to receive the love and knowledge of both her grandmothers and all their nuskhas (natural remedies). I wanted to share it with every precious little child. When I came back from the US, with the help of my mother, who has studied cosmetic technology, we decided to create CITTA, a natural and safe option for parents where tradition is backed by modern science.”

The daughter-mother duo Akanksha and Monisha Sharma, are a testament to the precious connection between a mother and a child.  As a daughter, out of all the lessons and habits Akanksha imbibed from her mother, skincare was something she cherished a lot. They began CITTA with a sole objective in mind – to combine this country’s traditional heritage while providing the ease and convenience every mother needs to take care of her child. 

From Grandma with love

“While Akanksha had the wholesome, grounding experience of being cared for by her grandmothers, not every child today has that privilege. Her goal is to provide babies with that nourishing experience so that maybe one day, they remember the fragrance of CITTA just as fondly as she reminisces the aroma of her grandma’s hands. Our principle is very simple – babies deserve the best, so every ingredient applied on their body must be safe and should benefit them,” shares Monica.

CITTA is derived from the Sanskrit word चित्त which means consciousness. Akanksha adds, “We are conscious of what and how we create. We made a vow early on to ensure that every parent is aware and conscious of what they are applying on their little ones, hence every single ingredient we use, even those below 1% are listed for every parent to see and understand, as honesty for us is the very best policy.”

CITTA is a premium quality natural baby bath and skin care brand, inspired by the traditional ingredients used by our grandmothers. The brand uses high quality ingredients, the formulations are made with utmost care and multiple testings are done to ensure safety.

Genuinely natural

Speaking of the challenges she faced, Akanksha explains, “Unfortunately many people in our country do not pay enough attention in understanding what and why natural products are important, and many a time brands take advantage of this. They use ingredients like SLS and Parabens which are harmful to children in the long term.  When we say we are natural, we are genuinely natural, and we ensure that anything that touches the baby’s skin is safe.”

CITTA’s natural baby care range consists of:

• Moisturising Baby Balm- the first of its kind in India, which provides longer lasting moisturisation than a cream and fights dryness, with 7 natural oils, Vit E and goodness of Shea Butter.
• Gentle Foaming Baby Shampoo – the 1st Indian natural foaming shampoo for babies with the goodness of oats and almond oil
• Tender Foaming Baby Wash – with aloe vera, rice and coconut
• Soothing Talc-Free Baby Powder – with cornflour and oat silk
• Nourishing Baby Massage Oil – a unique blend of 12 Nourishing Oils and Vitamin E.

A majority of the ingredients are ECOCERT and/or COSMOS and/or NATRUE certified. CITTA believes in creating a 100% vegetarian brand with raw materials which are strictly sourced from suppliers that do not test on animals and are 100% cruelty-free.

Outlining her future plans, Akanksha says, “We hope to make CITTA a household brand in India because we believe that every child deserves the best and it’s our duty to provide it. We also plan to export in the future. It’s our privilege to provide each baby with the safety, care, nourishment and love exactly like a grandmother does, which is why we are 100% Grandma Approved!”

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