ITC Nimyle’s “ShuddhShuruat’’: An Initiative to cleanse the RathYatra’s path with Neem based Nimyle

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ITC Nimyle, in a first, marks the beginning of the auspicious RathYatra with the purification of the path of the Rath

Puri : Nimyle – ITC’s leading floor cleaner brand, has launched a unique endeavour this RathYatra called “NimyleShuddhShuruat” – an initiative to cleanse the entire path of the RathYatra with Neem based Nimyle.

Taking inspiration from the symbolic ritual of “ChheraPahanra” that marks the start of the yatra, ITC Nimyle’s ShuddhShuruat is the first collective cleaning and purification of the path of the Rath. The initiative celebrates the cultural relevance of neem for purification by using neem-based Nimyle for the cleansing.

The revered RathYatra holds immense cultural and spiritual value as it reinforces the spirit of shared devotion. The celebratory procession at the event began with a grand showcase of Odisha’s rich culture of performing arts. Gotipua, a traditional dance form associated with the temples of Odisha, was performed at the event to inaugurate the procession. MedhaNacha, the beautiful tribal dance to the beats of the dhol energised the spirited cleaning for all present. Renowned Oriya actors Poonam Mishra and SivaniSangita graced the public gathering and participated in the collective cleaning of the path of the Rath with ITC Nimyle.

Sameer Satpathy, Divisional Chief Executive, Personal Care Products Business, ITC Limited, expressed, “We are proud to be a part of the revered RathYatra, which has immense cultural and religious significance in India. ITC Nimyle, crafted with the power of neem, endeavoured to purify the revered path of the rath through the unique ShuddhShuruat initiative, which celebrates the spirit of collective cleaning.”

Renowned Oriya Actor Poonam Mishra commented on her experience at the RathYatra with ITC Nimyle,“The tradition of the Jagannath RathYatra is deep rooted in India. It gives us all an opportunity to bow together before the supreme power. I am proud to have been a part of this unique collective cleaning of the path of the Rath. The ShuddhShuruat campaign by ITC Nimyle aligns with the beginning of the state’s most auspicious celebrations.”

Actor and singer SivaniSangita, added,“ITC Nimyle’s ShuddhShuruat is a unique initiative that has encouraged collective cleaning of the path of the Rath, and is testament to our profound beliefs in culture and tradition. ITC Nimyle crafted with Neem reiterates purity in the cleaning of the path of Rath in a unique beginning. “

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