CITTA, a fast-growing homegrown brand in the baby care and beauty categories, has recorded remarkable success in South India since commencing its regional operations. The South Indian market, which CITTA entered in May 2024, now accounts for 72% of the company’s total revenue contribution, underscoring its strategic role in CITTA’s national growth plans.
Market Entry and Expansion
CITTA began its offline business operations gradually building its presence across India. In May 2024, the company expanded into the South Indian market with the launch of its baby care category in Telangana, Andhra Pradesh, Karnataka, and Kerala. Building on this strong foundation, CITTA further expanded in February 2025 by introducing its beauty category to the region, offering both baby care and beauty products in General Trade Beauty Advisor (GT BA) and non-Beauty Advisor (non-BA) formats.
Strong Adoption Across South India
CITTA products have seen particularly high adoption rates in:
- Telangana: Hyderabad
- Karnataka: Bangalore, Mysore, Belgaum, Hubli
- Kerala: Kochi, Trivandrum
- Andhra Pradesh: Visakhapatnam, Vijayawada, Tirupati
Key Consumer Segments Driving Growth
- For the beauty category, the youth and professional segments have been the primary growth drivers.
- For the baby care category, families and parents of young children remain the largest consumer group, delivering the highest growth for the brand.
Regional Campaigns, Partnerships, and Collaborations
CITTA’s expansion in South India has been powered by a comprehensive set of initiatives designed to create strong brand visibility, consumer trust, and retail acceptance. These include:
- Establishment of robust offline sales teams across South India.
- Development of a strong distribution network to ensure efficient supply to retail stores.
- Effective management of Beauty Advisors (BAs) to assist consumers in selecting the right products.
- Efficient management of distributors and channel partners to drive market penetration.
- Execution of local-level brand merchandising and visibility campaigns.
- Collaborations with the top ten retail stores in South India to influence consumer decisions and improve off-take levels from retail outlets.
- Competitive brand positioning to strengthen consumer preference in the offline market.
- Deployment of strategies that balance brand pull (consumer demand) and brand push (retailer engagement) against competitive brands.
- Training and development programs that empower consumers to make informed product choices based on value for money and satisfaction.
- Availability of CITTA products in top offline stores in Southern India, which has significantly boosted both brand visibility and sales momentum.
Enhancing the Distribution Network
To achieve rapid and sustainable growth, CITTA has undertaken a range of initiatives to strengthen its distribution ecosystem in South India:
- Prioritization of numeric and weighted distribution strategies to increase availability and visibility.
- Appointment of reputable and experienced super stockists and distributors from the industry.
- Driving market acceptance by educating retailers on the brand’s vision and long-term focus.
- Rapid conversion and onboarding of retailers, with careful planning for product launch timing, in-store visibility, and product placement.
- Organization of retail boost seminars to strengthen retailer confidence in the brand.
- Introduction of consumer offers and brand loyalty programs to encourage repeat purchases.
- Execution of retailer engagement programs to strengthen relationships and accelerate product movement.
Contribution of South India to Overall Growth
South India continues to play a dominant role in CITTA’s success. Currently, operations span Telangana, Karnataka, Andhra Pradesh, Kerala, and Maharashtra, with recent expansion into Gujarat. Upcoming launches are planned for Madhya Pradesh and Delhi/ National Capital Region within the next one to two months.
At present, 72 percent of CITTA’s total revenue contribution is generated from Southern India, highlighting the significance of this region to the company’s overall market share and long-term vision. As CITTA expands into additional states, this contribution ratio is expected to diversify further, with new markets playing a growing role in the brand’s national revenue.
Leadership Statement
Commenting on the growth, Tanay Sharma, COO & Co-Founder, CITTA, said, “South India has been at the heart of CITTA’s journey since our market entry in May 2024. The trust and acceptance we have received from families, young professionals, and the wider consumer community have been extraordinary. Through strong distribution networks, retailer partnerships, beauty advisor engagement, and impactful brand campaigns, we have built a solid foundation in this region. Our goal is to establish CITTA as a truly pan-India brand.”
About CITTA
Derived from चित्त (consciousness in Sanskrit), our name CITTA embodies our core philosophy of doing everything consciously. CITTA harnesses the pure, potent benefits of traditional, natural ingredients & enhances them with scientific advancements in a conscious manner. This blend ensures that our premium baby & skincare products deliver optimal results, providing you and your little one with the best of both worlds.
About Tanay Sharma
Tanay Sharma, co-founder and COO of CITTA (Lexicon Lifestyle – A Lexicon Group Enterprise), a Pune-based premium bath and skincare brand, is a visionary entrepreneur with a passion for pioneering ideas and innovative solutions. With a drive for excellence, Tanay leverages his global perspective, honed at the University of Toronto and Harvard University, to set new standards in bath and skincare. Being a ‘Global Citizen’, he brings to the table a worldly perspective to his business endeavors, drawing inspiration from diverse cultures and experiences. With a commitment to quality, Tanay is spearheading CITTA towards revolutionizing skincare for babies, kids, and adults alike. Under his administration, CITTA combines care and 100% transparency, infusing each product with gentle formulations and natural, certified ingredients.
