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CITTA, an emerging homegrown brand in the baby care and beauty sectors, has witnessed significant success across South India, which now contributes around 72% of its total revenue. Since commencing operations in the region earlier this year, the company has expanded across Telangana, Andhra Pradesh, Karnataka, and Kerala, strengthening its distribution network, retail presence, and brand visibility through strategic campaigns and collaborations.
CITTA, a fast-growing brand in the baby care and beauty segments, has recorded remarkable growth across South India, which now accounts for 72% of its total revenue. The company entered the southern market earlier this year, initially launching its baby care products in Telangana, Andhra Pradesh, Karnataka, and Kerala. It later expanded by introducing its beauty category, offering products in both Beauty Advisor and non-Beauty Advisor formats. Advertisement
CITTA products have gained notable traction in Hyderabad, Bengaluru, Mysore, Belgaum, Hubballi, Kochi, Thiruvananthapuram, Visakhapatnam, Vijayawada, and Tirupati. The brand's beauty category has seen strong uptake among the youth and professional segments, while the baby care line has found success among families and parents of young children.
The company's regional success has been driven by several initiatives, including the establishment of dedicated offline sales teams and a robust distribution network to ensure efficient product availability. CITTA has also strengthened its presence by collaborating with leading retail stores across South India and executing merchandising campaigns to enhance brand recognition. Additionally, it has focused on balancing consumer demand with retailer engagement through strategic market positioning and brand training initiatives aimed at promoting informed product choices.
CITTA's ongoing efforts to expand its distribution infrastructure have included appointing reputed super stockists and experienced distributors, conducting retailer education programmes, and introducing loyalty schemes to drive repeat purchases. The company has also held retail boost seminars to increase retailer confidence and accelerate market acceptance.
Currently, CITTA operates across Telangana, Karnataka, Andhra Pradesh, Kerala, and Maharashtra, with recent entry into Gujarat and planned launches in Madhya Pradesh and the Delhi-NCR region in the coming months. The southern market remains central to its overall business performance, significantly shaping its long-term national growth strategy.
Tanay Sharma, COO and Co-Founder of CITTA, stated that South India had remained pivotal to the company's journey, noting the strong trust and acceptance received from consumers, families, and professionals. He emphasised that through effective partnerships, distribution networks, and impactful campaigns, CITTA aims to evolve into a truly pan-India brand.
With a strong retail presence, expanding distribution network, and growing consumer trust, the company is poised to maintain its momentum as it extends operations into new territories. As CITTA continues its nationwide expansion, its focus on regional engagement and brand-building initiatives is expected to sustain long-term growth and reinforce its market position across India.
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