ITC Nimyle Introduces Clean Equal Mission to foster a mindset of Equality

BY PAYEL KAR

ITC Nimyle, India’s trusted home hygiene brand made with neem, takes a conscious step towards a
more responsible tomorrow with the launch of its Clean Equal Mission in Kolkata. In many households,
women are expected to take the primary responsibility of household chores especially cleaning. The
initiative is designed to foster equality in cleaning by raising awareness and inspiring action among the
next gen. The Nimyle Clean Equal Mission includes a first-of-kind educative module for children, to instil
cleaning as a shared responsibility, irrespective of gender. Our endeavour is to inculcate a change in
society which will enable children of today to grow up with a deep sense of independence and equality
along with the basics of cleanliness and hygiene.
Cleaning is the first chore that children are usually tasked with at home. Studies have shown that doing
chores from a young age lays the groundwork for a more fulfilling and successful life in the future.
Participating in these chores also helps them develop a stronger sense of self-worth while fostering
empathy and teamwork skills. Most importantly, it encourages independence, which is crucial for their
future.
Joining the launch at Kolkata is actor, filmmaker Ms. Konkona Sensharma, Mr. Sanjay Srinivas, Vice
President – Marketing, Personal Care Products Business, ITC Limited, along with Ms. Seema Sapru,
Principal, The Heritage School, Kolkata, and Ms. Kiranmai Choudary, an accomplished educator and
parenting mentor trained under Glenn Doman at The Institutes for Achievement of Human Potential,
Philadelphia, USA. Ms. Choudary further engaged invitee parents in an interactive workshop on Clean
Equal.
Through engaging, age-appropriate educational content, the program inspires kids to embrace
responsibility in a positive, fun and relatable way. This initiative is a collaborative programme with
schools and parents to help children internalise the idea of Clean Equal enabling them to grow into
responsible individuals who value equality.

Konkona Sensharma, endorsing the initiative, commented, “Equality begins at home, and through
equal participation of everyone in daily household chores. This mindset needs to be seeded, especially
amongst children, to foster empathy, independence and responsibility. I am happy to partner with
Nimyle Clean Equal Mission in this initiative to seed change collectively with parents and schools.’’
Sameer Satpathy, Divisional Chief Executive, Personal Care Products Business, ITC Limited stated, “ITC
Nimyle’s Clean Equal Mission reflects our dedication to drive positive change by fostering values of
equality from a young age. Cleaning is one of the first household chores that drives a sense of ownership,
pride and self-worth. We believe that this program will help children nurture the values of teamwork,
independence, and a sense of empowerment, encouraging them to become more responsible adults in
the future.’’
Nimyle Clean Equal Mission is built on a simple yet powerful idea: household chores, including cleaning,
are more than tasks; they are opportunities to teach life skills, build self-worth, and foster cleanliness,
hygiene, and equality. The Clean Equal Mission has reached over 3.5 lakh students across India in 2024-
25, and seeks to engage them, helping parents and teachers integrate these practices into their
children’s lives through age-appropriate activities.