CXQuest exclusive Interview with Akanksha & Tanay Sharma, co-founders of CITTA: Pioneering Transparency and Innovation in Skincare
Opening & Introduction
At CXQuest, we celebrate trailblazers who redefine industries through innovation, customer-centric strategies, and a deep commitment to excellence. Today, we have the pleasure of speaking with Akanksha Sharma and Tanay Sharma, the dynamic co-founders of CITTA—a Pune-based premium bath and skincare brand that seamlessly blends natural ingredients with cutting-edge science.
Akanksha, the Co-founder and CEO, brings her rich expertise from the Fashion Institute of Design & Merchandising, Los Angeles, offering a unique approach to the world of skincare. With a strong focus on transparency, she has positioned CITTA as a brand that parents can trust—one that discloses every ingredient, ensuring complete peace of mind. Her efforts have earned her prestigious accolades such as the Her Circle Bizruptor of the Year 2024 Award for Scalability and the Femina Achievers 2024 Maharashtra Award, along with features in leading publications like YourStory, Pune Times Mirror, and The Weekend Leader.
Joining her is Tanay Sharma, Co-founder and COO, a visionary entrepreneur whose global education at the University of Toronto and Harvard University fuels his passion for pioneering innovation. With a deep-rooted commitment to quality, he is steering CITTA toward revolutionizing skincare for babies, kids, and adults alike. Under his leadership, CITTA stands as a brand of trust, ensuring 100% transparency and harnessing the power of nature with scientifically advanced formulations.
Together, they are shaping a new narrative in skincare—one that is conscious, effective, and deeply customer-focused. Let’s dive into their journey, their vision for CITTA, and how they are redefining skincare with purpose and passion.
Section 1: Transitioning from Baby Care to Adult Skincare (Akanksha Sharma)
Q1. CITTA built a strong reputation in baby care. What inspired the shift to adult skincare?
AS: When we started CITTA, we took the unconventional route by beginning with baby skincare before gradually expanding into adult skincare. It wasn’t the easiest path, building a name in an industry dominated by well-established brands takes time. No shortcuts, just hard work and a commitment to doing things the right way. That dedication paid off. Our thoughtfully curated formulations, inspired by dadi-nani ke nuskhe, resonated with parents. Whether it was our unique approach or our potent, high-quality trademarked ingredients, CITTA made an impact. The love and trust we received fueled our journey forward. Now, after earning immense trust and recognition, we introduced the long-awaited CITTA skincare line for adults. This milestone wouldn’t have been possible without the dedication, passion, and relentless effort of the whole team.
Q2. How did customer feedback shape your decision to expand into this segment?
AS: Feedback from CITTA-zens played a pivotal role in our decision to expand into adult skincare. Time and again, parents who trusted CITTA for their little ones asked us why we didn’t have similar products for them. They loved our gentle, effective formulations and wanted the same thoughtful care for their own skin. Beyond that, we did our research and got an understanding of the skincare struggles faced by most Indians, including sensitivity, harsh ingredients, and the difficulty of finding products that blend tradition with modern science. Their trust and requests inspired us to take the next step. We listened, researched, and worked tirelessly to create an adult skincare line that embodies the same purity, efficacy, and wisdom that made CITTA a trusted name in baby care.
CITTA
Q3. What challenges did you face in transitioning from baby skincare to adult skincare while maintaining customer trust?
AS: Transitioning from baby skincare to adult skincare meant upholding the same high standards of safety, purity, and effectiveness that parents trusted while addressing the more complex needs of adult skin. We had to balance tradition with innovation, staying true to Dadi-Nani ke Nuskhe while incorporating advanced skincare science. Formulating products that were both gentle and potent, catering to different Indian skin types took time and meticulous research. Most importantly, we had to reassure our loyal customers that our commitment to high-quality, trademarked ingredients remained unchanged, making the transition seamless and trust intact.
Q4. How do you ensure that the customer experience remains consistent across both product lines?
AS: It’s simple! By staying true to our core values – purity, safety, and efficacy. Every CITTA product, whether for babies or adults, is formulated with high-quality, potent ingredients, free from harmful chemicals & toxins. Our approach remains rooted in Dadi-Nani ke Nuskhe, blending traditional wisdom with modern science. Additionally, we maintain rigorous testing, transparent communication, and a customer-first mindset, ensuring that every product delivers the same level of trust, care, and effectiveness that CITTA is known for.
CITTA: Customer Expectations
Q5. What are the key differences in consumer expectations between baby care and adult skincare?
AS: The differences are mostly in terms of ingredients, efficacy, and experience. Parents prioritize safety, gentleness, and trust, seeking non-toxic and dermatologically tested products that protect delicate skin. They are highly cautious and look for transparency in formulations. In contrast, adult skincare consumers expect targeted solutions and visible results, focusing on concerns like acne, hydration, aging, or pigmentation while still valuing effective ingredients. While both segments demand high-quality and safe formulations, adults seek a balance between tradition and innovation, desiring products that feel luxurious yet effective in their skincare routine.
Section 2: Customer-Centric Approach & Skincare Formulation (Akanksha Sharma)
Q6. Indian consumers are becoming more ingredient-conscious. How does CITTA address this shift?
AS: We prioritize transparency and label literacy. We provide a clear, detailed list of ingredients for every product, empowering consumers to make informed choices. Our formulations are free from harmful chemicals like sulphates, parabens, and phthalates. By blending traditional wisdom with modern science, we use potent, high-quality, and premium ingredients that consumers can trust. Through education and open communication, we help our community understand what goes into their skincare.
Q7. Transparency is at the core of CITTA’s philosophy. How do you educate customers about your formulations?
AS: We actively educate customers through label literacy initiatives, ingredient breakdowns, and open communication. We provide detailed information about every ingredient we use – its purpose, benefits, and origin – so consumers can make informed choices. Through blogs, social media, and collaborations, we simplify complex skincare science, debunk myths, and highlight the power of traditional wisdom combined with modern research.
Q8. What role does sustainability play in CITTA’s product development, and how does it enhance customer loyalty?
AS: By eliminating water as a filler, our products, such as the Moisturizing Baby Balm, Tender Foaming Baby Wash, and Gentle Foaming Shampoo, are enriched with high concentrations of active ingredients like shea butter, coconut oil, and almond oil. These formulations not only reduce water waste but also minimize the need for synthetic preservatives, making them safer for delicate baby skin. Our commitment to sustainability resonates with conscious consumers, strengthening trust and loyalty as they see CITTA prioritizing both their baby’s well-being and the planet. While we have already taken significant steps, we are continuously exploring more sustainable innovations to further our impact on responsible skincare.
CITTA
Q9. How do you balance science-backed actives and natural ingredients to optimize efficacy while ensuring a great user experience?
AS: Our formulations harness the potency of clinically proven actives like AQUAXYL™ alongside nourishing natural ingredients such as shea butter, almond oil, and coconut oil. This synergy ensures optimal efficacy delivering targeted skincare benefits while maintaining gentleness, safety, and sensory appeal. We meticulously test each product to guarantee not only results but also a delightful user experience, from texture to absorption.
Q10. Indian skin has unique concerns. How do CITTA’s products address these in a way that stands out from competitors?
AS: Indian skin faces unique concerns like hyperpigmentation, sensitivity, dullness, dehydration, and pollution-induced damage, which require a tailored approach to skincare. CITTA stands out by blending science-backed actives with traditional Indian remedies, ensuring formulations that specifically cater to these needs. Ingredients like turmeric, saffron, and aloe vera help brighten and soothe, while AQUAXYL™, hyaluronic acid and ceramides provide deep hydration and strengthen the skin barrier. Additionally, our products are designed to withstand India’s diverse climate, lightweight yet nourishing for humid regions and deeply hydrating for drier areas. Unlike many competitors, CITTA remains transparent and rooted in heritage, offering effective, non-toxic skincare that truly understands Indian skin.
Section 3: Innovation & Differentiation in CX (Tanay Sharma)
Q11. How does CITTA’s approach to skincare differ from other premium brands in the Indian market?
TS: CITTA, as a premium Indian skincare brand, sets itself apart by seamlessly blending traditional wisdom with modern science while maintaining an unwavering commitment to effective and transparent formulations. Unlike many premium brands that either focus solely on luxurious experiences or clinical actives, CITTA strikes a balance, rooted in Dadi-Nani ke Nuskhe while incorporating science-backed ingredients like AQUAXYL™, ceramides, hyaluronic acid, and niacinamide for targeted results. Our waterless formulations, such as the Moisturizing Baby Balm, emphasize sustainability and potency, reducing reliance on fillers and preservatives. Additionally, CITTA champions label literacy and ingredient transparency, empowering consumers to make informed skincare choices. As a homegrown premium brand, we prioritize Indian skin concerns, ensuring that our products cater specifically to the country’s diverse climate and unique skincare needs while upholding global-quality standards.
Q12. You introduced India’s first frosted-texture face scrub and Aqua Boost Face Gel. How does product innovation impact customer experience?
TS: By introducing India’s first frosted-texture face gel, the CITTA Aqua Boost Face Gel, and India’s first clear-frosted face scrub, the CITTA Cica Face Scrub, we’ve redefined skincare textures and formulations to enhance both efficacy and sensorial appeal. The frosted-texture face gel is enriched with 5X hydration power and provides a luminous matte finish – perfect for India’s diverse climate. Additionally, the clear-frosted face scrub offers a gentle yet effective exfoliation without microtears, ensuring a smooth, polished finish. Such innovations elevate skincare routines by making them more effective, enjoyable, and suited to modern lifestyles, strengthening customer trust and loyalty as they experience noticeable results with unique, thoughtfully crafted formulations.
CITTA: Customer Experience
Q13. What role does packaging and product texture play in elevating the customer experience?
TS: At CITTA, we focus on premium, user-friendly packaging that not only looks elegant but also ensures convenience and hygiene. Thoughtfully designed dispensers, sturdy, and travel-friendly formats enhance usability. Texture is equally important, it determines how a product feels, absorbs, and performs on the skin. Whether it’s the lightweight hydration of our Aqua Boost Face Gel or the velvety smooth exfoliation of our clear-frosted face scrub, every formula is crafted for an indulgent yet effective skincare experience. By perfecting both packaging and texture, we make skincare effortless, enjoyable, and results-driven, reinforcing CITTA’s position as a premium, customer-first brand.
Q14. With 20 new products, how do you ensure a seamless buying experience for first-time users?
TS: By focusing on clarity, guidance, and personalization. We provide detailed product descriptions, ingredient transparency, and usage guides to help customers make informed choices. Our skin concern-based categorization makes it easy to navigate options, while expert-backed recommendations and customer support offer personalized suggestions.
Q15. What strategies do you use to build customer trust when launching new skincare solutions?
TS: We focus on ingredient transparency, ensuring customers know exactly what goes into each product and why. Rigorous testing reinforces safety and efficacy, while our commitment to science-backed formulations assures quality. We also engage in educational initiatives through label literacy, expert insights, and real user testimonials to help customers make informed decisions.
Section 4: Omnichannel Experience & Consumer Engagement (Tanay Sharma)
Q16. CITTA products are available online and offline. How do you ensure a consistent customer experience across both channels?
TS: We maintain uniform product quality, pricing, and branding. Our detailed product information, ingredient transparency, and expert guidance are accessible both on e-commerce platforms and in physical stores. Additionally, we provide personalized support and interactive experiences to help customers make informed choices, ensuring trust and convenience no matter where they shop.
Q17. What digital tools or platforms are you leveraging to enhance customer interaction and education?
TS: CITTA leverages a mix of digital tools and platforms to enhance customer interaction and education. Our website and e-commerce platforms provide detailed product insights, ingredient transparency, and personalized recommendations. We engage customers through social media (Instagram, YouTube, Facebook) with educational content, skincare tips, and expert collaborations. Interactive chat support for messaging helps first-time buyers find the right products. Additionally, Meta ads drive awareness and engagement, while informative blogs ensure ongoing education, making skincare knowledge accessible and empowering customers to make informed choices.
Q18. How does CITTA handle post-purchase engagement to keep customers satisfied and loyal?
TS: We offer personalized follow-ups, skincare tips, and ongoing support to enhance customer satisfaction and loyalty. We use direct messaging to share product usage guides, expert advice, and exclusive offers. Our interactive social media engagement encourages customers to share feedback and stay connected with the brand. Additionally, responsive customer support and hassle-free replacements reinforce trust, making every customer feel valued and confident in their CITTA skincare journey.
CITTA: Future Innovation
Q19. How do you incorporate real customer feedback into product development and future innovation?
TS: We actively gather insights through product reviews, direct messaging, and social media interactions to understand customer needs, preferences, and pain points. This feedback helps us refine existing formulations, improve packaging, and develop new products that address real concerns.
Q20. What’s next for CITTA in terms of customer experience – any upcoming initiatives that will further enhance engagement?
TS: Our new initiatives are essentially focused on personalization, education, and convenience. We are enhancing digital interactions, expanding community engagement, and refining our product offerings to better serve our customers. Expect more interactive experiences, expert-led content, and seamless shopping solutions that make discovering and using CITTA products even more enjoyable. As always, our commitment to innovation and customer-centric skincare remains at the core of everything we do. Stay tuned for exciting updates!
Closing & Thank You Note
As we wrap up this insightful conversation, we extend our heartfelt thanks to Akanksha Sharma and Tanay Sharma for sharing their inspiring journey with us. Their commitment to transparency, innovation, and conscious skincare is not just shaping the industry but also building trust with consumers who seek safe, effective, and thoughtfully crafted products.
At CXQuest, we celebrate changemakers who redefine customer experiences, and CITTA’s dedication to quality and authenticity is a testament to that spirit. We appreciate the time and insights shared today, and we look forward to seeing how CITTA continues to revolutionize the bath and skincare space.
Thank you, Akanksha and Tanay, for being a part of this conversation. And to our readers, stay tuned for more engaging discussions with leaders who are setting new benchmarks in customer experience and innovation.
