Puri (Odisha) [India], July 9: Nimyle, the leading floor cleaner brand from ITC, has launched a unique initiative on this Rath Yatra called “Nimyle Shuddh Shuruat”, an initiative to clean the entire path of the Rath Yatra with Nimyle, based on Neem.
Inspired by the symbolic ritual of “Chhera Pahanra” that marks the beginning of the yatra, Shuddh Shuruat of ITC Nimyle is the first collective cleansing and purification of the path of Rath. The initiative celebrates the cultural relevance of neem for purification by using neem-based Nimyle for cleansing.
The revered Rath Yatra has immense cultural and spiritual value as it reinforces the spirit of shared devotion. On July 6, 2024, the event's celebration procession began with a grand display of the rich performing arts culture of Odisha. At the event to inaugurate the procession, gotipua, a traditional dance form associated with the temples of Odisha, was performed. Medha Nacha, the beautiful tribal dance to the rhythm of dhol, energized the lively cleansing for all present. Renowned Oriya actors Poonam Mishra and Sivani Sangita graced the public meeting and participated in the collective cleaning of the Rath road with ITC Nimyle.
Sameer Satpathy, Divisional Chief Executive Officer, Personal Care Products Business, ITC Limited, said, “We are proud to be a part of the revered Rath Yatra, which has immense cultural and religious significance in India. ITC Nimyle, brewed with the power of neem, endeavored to purify the revered path of rath through the unique Shuddh Shuruat initiative, which celebrates the spirit of collective cleansing.”
Commenting on his Rath Yatra experience with ITC Nimyle, renowned Oriya actor Poonam Mishra said, “The tradition of Jagannath Rath Yatra is deeply rooted in India. It gives us all the opportunity to bow together before the supreme power. I am proud to have been part of this unique collective cleansing of the path of the Rath. ITC Nimyle’s Shuddh Shuruat campaign aligns with the beginning of the most auspicious celebrations in the state.”
Actor-singer Sivani Sangita added, “ITC Nimyle's Shuddh Shuruat is a unique initiative that has encouraged collective cleansing of the Rath path and is testimony to our deep beliefs in culture and tradition. ITC Nimyle made with Neem reiterates the purity in cleansing the path of Rath in a unique beginning. “
About ITC Nimyle:
ITC Nimyle is a 100% natural* neem-based floor cleaner to keep your home clean and protected against 99.9% germs*. Nimyle is an ecological floor cleaner certified by Greenpro as a “Green Product”. Nimyle is also supported by the World Neem Organization which promotes the use of Neem.
The floors are the most susceptible and visible part of our homes; They get dirty, attract germs, accumulate spills and yet remain an important element within every home. Nimyle's unique formula with no chemical residue^ ensures floors that are safe for children and pets. The Nimyle range of products is designed to be easily biodegradable^, free of harmful chemicals such as chlorine, sulfates, phosphates, QUATS or bleach and is scientifically proven to leave no chemical residue^.
*100% natural antimicrobial action based on laboratory studies.
^Basic laboratory study
#Basic laboratory study
For more information contact:
Saheli Chatterjee | [email protected]
.
Inspired by the symbolic ritual of “Chhera Pahanra” that marks the beginning of the yatra, Shuddh Shuruat of ITC Nimyle is the first collective cleansing and purification of the path of Rath. The initiative celebrates the cultural relevance of neem for purification by using neem-based Nimyle for cleansing.
The revered Rath Yatra has immense cultural and spiritual value as it reinforces the spirit of shared devotion. On July 6, 2024, the event's celebration procession began with a grand display of the rich performing arts culture of Odisha. At the event to inaugurate the procession, gotipua, a traditional dance form associated with the temples of Odisha, was performed. Medha Nacha, the beautiful tribal dance to the rhythm of dhol, energized the lively cleansing for all present. Renowned Oriya actors Poonam Mishra and Sivani Sangita graced the public meeting and participated in the collective cleaning of the Rath road with ITC Nimyle.
Sameer Satpathy, Divisional Chief Executive Officer, Personal Care Products Business, ITC Limited, said, “We are proud to be a part of the revered Rath Yatra, which has immense cultural and religious significance in India. ITC Nimyle, brewed with the power of neem, endeavored to purify the revered path of rath through the unique Shuddh Shuruat initiative, which celebrates the spirit of collective cleansing.”
Commenting on his Rath Yatra experience with ITC Nimyle, renowned Oriya actor Poonam Mishra said, “The tradition of Jagannath Rath Yatra is deeply rooted in India. It gives us all the opportunity to bow together before the supreme power. I am proud to have been part of this unique collective cleansing of the path of the Rath. ITC Nimyle’s Shuddh Shuruat campaign aligns with the beginning of the most auspicious celebrations in the state.”
Actor-singer Sivani Sangita added, “ITC Nimyle's Shuddh Shuruat is a unique initiative that has encouraged collective cleansing of the Rath path and is testimony to our deep beliefs in culture and tradition. ITC Nimyle made with Neem reiterates the purity in cleansing the path of Rath in a unique beginning. “
About ITC Nimyle:
ITC Nimyle is a 100% natural* neem-based floor cleaner to keep your home clean and protected against 99.9% germs*. Nimyle is an ecological floor cleaner certified by Greenpro as a “Green Product”. Nimyle is also supported by the World Neem Organization which promotes the use of Neem.
The floors are the most susceptible and visible part of our homes; They get dirty, attract germs, accumulate spills and yet remain an important element within every home. Nimyle's unique formula with no chemical residue^ ensures floors that are safe for children and pets. The Nimyle range of products is designed to be easily biodegradable^, free of harmful chemicals such as chlorine, sulfates, phosphates, QUATS or bleach and is scientifically proven to leave no chemical residue^.
*100% natural antimicrobial action based on laboratory studies.
^Basic laboratory study
#Basic laboratory study
For more information contact:
Saheli Chatterjee | [email protected]
.
