In an age where childhood often means screen time and swiping, a young startup from Chennai is quietly reviving the joy of traditional storytelling, with a twist. Say namaste to Chittam, an edutainment brand founded in January 2023 by Charanya Kumar. With toys made of cardboard, cloth and stories soaked in Indian heritage, Chittam is on a mission to bring back the joy of play rooted in culture. It’s not just about fun—it’s about feeding young minds with values, stories, and pride in their identity. From Krishna-themed puzzles to card games exploring Indian states, every product invites children to rediscover India, not through textbooks, but through play. So, if your internet searches include “best places to buy cultural games for kids” or “eco-friendly Indian board games,” look no further. Let’s explore how this unique venture is reimagining Indian childhoods, one story at a time.
A Startup Born From Introspection
Charanya Kumar, the visionary behind Chittam, didn’t launch this startup to simply add another toy to the market. With degrees in computer science, game design, and an MBA from INSEAD, she could have taken any corporate path. But a personal epiphany led her to question what today’s education lacks—emotional intelligence, identity, and cultural awareness. That’s when the seeds of Chittam were sown, grounded in ancient Indian wisdom and designed for modern Indian homes. Chittam’s games aren’t your typical playthings. They blend eco-conscious design with age-old Indian narratives to offer something fresh, meaningful and deeply nostalgic. One of the most loved kits is Bharata Vilas, a rummy-inspired card game that introduces children to Indian states through their food, dance, monuments and textiles. It’s like holding a mini-Bharat Darshan in your hands. Another, Suprabatham, is more than an activity kit—it’s a collection of 60 inspiring Indian personalities, encouraging kids to reflect, converse and connect with real stories of courage and kindness.
For mythology lovers, Sarathi takes children into the world of Krishna through riddles, crosswords, and art prompts. Neivedya, a playful kit for toddlers, introduces the prasads offered to different deities through poems and puzzles. And let’s not forget Bommalattam, a puppetry kit that revives traditional storytelling through hand-crafted puppets and Mahabharata tales. All of this is carefully built using sustainable materials like paper, fabric, and cardboard—zero plastic, full fun. In fact, the design process itself is rooted in community: Chittam works with local artisans, especially women from underserved backgrounds, ensuring fair wages and dignified livelihoods. It's a solid blend of “vocal for local” and “green by design”.
The response has been nothing short of phenomenal. Within just four months, Chittam crossed a revenue milestone of Rs.10 lakhs, thanks to exhibitions, online sales, and good old word-of-mouth. Products aren’t just bought; they’re gifted at birthdays, used in schools, and even sent to underprivileged children through sponsored donations by generous individuals. Collaborations with cultural brands like Sweet Karam Coffee and Zishta have helped gamify Indian heritage even further. What really makes Chittam special, however, is the emotional depth behind each game. These aren’t just time-pass kits; they prompt kids to think, reflect, ask questions, and sometimes even discover a little bit of themselves. Through playful prompts, children learn kindness, decision-making, and how to embrace grey areas—skills no textbook teaches.
Chittam’s impact also stretches beyond homes and classrooms. Its advisory board includes names like Dr. Rishi Bhatnagar, Vishakha Hari, and Anuradha Goyal, lending both credibility and cultural depth to every creation. What started as one mother’s dream is fast becoming a movement, redefining what toys should teach. Even their work culture reflects their mission. The startup offers flexible work hours, especially for mothers with young children, further rooting the business in empathy and purpose. With future plans including tech-enabled cultural games, robotics, and global collaborations, Chittam is paving the way for something truly unique: a future where Indian children know their roots and carry them with pride.
Turning Play Into Purpose
In a world flooded with noisy, fast-paced digital entertainment, Chittam is offering a gentle, grounding alternative. One that values tradition, celebrates creativity, and plants seeds of pride in every child’s heart. For parents seeking meaningful toys, educators pushing for emotional learning, or simply anyone who wants to pass on the magic of India to the next generation—Chittam is more than a brand. It’s a quiet revolution, one eco-friendly game at a time.
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