In a world where cultural identities are often overshadowed by globalization, Charanya has created a beacon of cultural pride with Chittam. This innovative company is dedicated to making Indian culture accessible and engaging for children through gamified educational experiences. By combining storytelling, traditional art, and modern technology, Chittam creates board games, card games, puzzles, and other educational tools that immerse children in the rich history of Indian culture. Chittam’s mission is to cultivate a sense of pride and rootedness in young minds, ensuring that the rich heritage of India is passed down through generations in a fun and interactive way.
The Visionary Behind Chittam
Charanya holds an impressive academic portfolio with a Masters in Computer Science with a specialization in game design from SRM University, Chennai, and from the University of North Carolina, Charlotte. Her career began in the throes of the 2009 recession, leading her to a consulting role with IBM, where she managed projects for Bank of America. This experience laid the groundwork for her entrepreneurial journey, teaching her the intricacies of project and program management.
A transformative year at INSEAD, where she pursued an MBA, was pivotal. Traveling to over 20 countries, Charanya witnessed first-hand the pride people took in their cultural identities. This realization, coupled with her diverse educational experiences across four countries, sparked the idea of Chittam – a platform to instil cultural pride in Indian children. She envisioned creating products that would not only educate but also entertain, fostering a deep connection with Indian culture.
Building Chittam
Chittam operates with a core full-time team and an extended network of part-time professionals spread across the globe. This scalable model has proven effective, allowing Charanya to focus on identifying and aligning the right talent with Chittam’s vision. The team, which is 90% women and predominantly mothers, brings a unique perspective and dedication to the company. This inclusive approach ensures that the products are designed with a deep understanding of both cultural nuances and child-friendly educational methods.
Swarna Sathyanarayanan, the Head of Product, plays a crucial role in Chittam’s operations. She not only believes in the vision but also manages a team of talented designers and part-time professionals, ensuring that every product resonates with the company’s mission. “Swarna is integral to our success,” says Charanya. “Her dedication and insight have helped shape our products into the educational tools they are today.”
Chittam’s product range is as diverse as its team. Some of their best-selling products include பா(R)ட்டி Talks, a board game that teaches Tamil proverbs through engaging play, and Neivedya, a series of puzzles, activities and stories that introduce children to the concept of offering food to the Lord then accepting it as His gracious offering. These products not only entertain but also educate, helping children connect with their cultural heritage in a meaningful way. Other popular items include Bharata Vilas a card game designed for children and their families to learn about the richness in culture and diversity that India has.
Operational Challenges
Securing funding has been one of Chittam’s significant challenges. As a bootstrapped company initially, Chittam recently received angel funding after being recognized as the “Most Commercializable Startup” at the TiE pitch competition. Despite dealing with the difficulties cultural entrepreneurs face with funding, Chittam continues to thrive, driven by a clear focus on financial prudence and profitability. “Funding in the Indic cultural space is hard to come by,” explains Charanya. “But this challenge has only made us more resilient and innovative.”
Another challenge lies in nurturing a diverse network of creators and illustrators who can bring their unique styles to different products. Maintaining relationships with multiple suppliers and artisans ensures a steady and reliable supply chain, critical for Chittam’s operations. “Our partners in Chennai, including printers and artisans, are essential to our daily operations,” says Charanya. “Their consistency and quality are what make our products stand out.”
Marketing and Brand Building
Chittam’s brand-building efforts are multifaceted. The company actively engages with its audience on social media platforms like Instagram and LinkedIn, sharing videos, articles, reels, and infographics that align with their core vision. Participation in curated exhibitions such as “By Hand From the Heart” in Chennai has also been pivotal for brand exposure. “Exhibitions allow us to connect with our audience directly,” says Charanya. “Seeing children and parents interact with our products in person is incredibly rewarding.”
Customer word-of-mouth is another powerful tool. At NICESamanvay, the genuine excitement of a young girl over Chittam’s games was a testament to the impact of their products. Such interactions highlight the deep connection customers feel with Chittam’s offerings. “When a child expresses their love for our games, it reaffirms our mission,” says Charanya. “These moments are what drive us to keep innovating and improving.”
Strategic Partnerships
Strong partnerships with organizations like NICEorg and Anna Incubation Centre have been instrumental in Chittam’s growth. These collaborations provide support and credibility, helping the company establish deep connections with school networks across India. Implementing Chittam’s educational games in schools and juvenile centers has expanded their reach and impact. “Our partnerships have been vital in scaling our operations and reaching a wider audience,” explains Charanya. “They bring expertise and resources that complement our vision perfectly.”
Personal Insights and Learning
The journey of building Chittam has been filled with valuable lessons. Charanya emphasizes the importance of financial prudence, a supportive family, and finding the time to pursue various other personal interests. Significant milestones, such as hitting the 1000 customer mark and enabling shipping to global markets such as the USA, validate the company’s effort. “Every challenge we face is a learning opportunity,” she says. “It’s about staying true to our vision and being resilient in the face of adversity.”
Chittam’s story is a blend of passion, resilience, and a commitment to cultural pride. Through innovative educational experiences, Charanya is ensuring that Indian children grow up with a strong sense of cultural identity. As Chittam continues to evolve, it remains a shining example of how tradition and modern vision can come together to create something truly impactful. With a dedicated team and a clear vision, Chittam is set to inspire the next generation with the beauty and richness of Indian culture.
