The team at CITTA follow the highest standards when it comes to the quality and safety of their products. All ingredients are Eco-Cert, COSMOS, and FDA-certified. They are ethically sourced from reputed vendors and manufactured in hygienic environments that adhere to the Good Manufacturing Practice standards. And of course, they are a cruelty-free brand, like all brands should be. There are multiple quality checks that every product formulation undergoes before it is out in the market for use on a baby’s delicate skin. No parent should ever have to compromise on their baby’s skincare, and they work hard to achieve that. All products are formulated after researching the best traditional practices across India that have proved to be effective for thousands of years. Then they combine that with the expertise of doctors and create innovative and safe formulations that are the best of both worlds. Time-tested natural ingredients and safe, high-quality naturally derived ingredients that science demands. All products are dermatologist-approved.
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. Moreover, 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.
Indian baby care brands have invested in research and development to understand 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. Brands 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. Indian and homegrown brands are putting a strong emphasis on natural and traditional ingredients, avoiding parabens, sulphates, silicones, strong fragrances, and potentially harmful chemicals. This commitment to safety and quality has helped build trust among parents who prioritize the well-being of their babies.
They strongly believe that we are sitting on a goldmine of diverse natural ingredients and immense tradition-based knowledge in India. Especially so when it comes to skincare and baby care practices. What the rest of the world is only starting to appreciate and emulate, we have been practising in India for ages – “maalish” or baby massage is a classic example. Even various Indian ingredients like Turmeric have got international recognition, which we are already using as one of the key ingredients in our products. They want to champion our Indian roots, back them with rigorous science, and bring India’s knowledge to the rest of the world with our range of products. Since our ingredients and products are made to international standards, so we want to create our own identity and presence in the international market as a pioneer Indian brand in the baby care and skincare segment. CITTA products have resonated with our customers because of their high efficacy.
Market Musings
The baby care industry in India has witnessed the growth of homegrown and Indian brands catering to this sector. “At CITTA, we have already placed a renewed focus on innovation and differentiation. Our commitment to research and development has allowed us to introduce cutting-edge products that address specific concerns faced by parents today. Whether it’s developing eco-friendly packaging, incorporating advanced technologies into our products, or introducing unique formulations, we strive to set ourselves apart in a crowded market. We have invested heavily in sustainable practices, ensuring that our entire supply chain is environmentally responsible. From sourcing raw materials ethically to minimizing our carbon footprint, our commitment to sustainability is not just a market trend but a fundamental aspect of our business philosophy,” say the duo. This approach not only meets the demands of conscious consumers but also positions them as a responsible and forward-thinking player in the industry.
Consumers are increasingly seeking products that align with their values, and we have embraced this paradigm shift. Our commitment to sustainable practices not only reflects our responsibility towards the planet but also resonates with the values of our target audience. Armed with these lessons, our roadmap for the coming year is rooted in innovation, digital connectivity, sustainability, and operational agility.
Read the full story that first appeared in Global Indian here:
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