Pic, Aleem Style
Hyderabad, December 13, 2024: ITC Nimyle, a trusted name in home hygiene products, has unveiled its transformative initiative, the Clean Equal Mission, aimed at promoting equality and shared responsibility in household chores, especially cleaning. The program aspires to inculcate values of independence, teamwork, and cleanliness among children, laying the foundation for a more responsible and equitable society.
The initiative addresses the longstanding societal expectation that cleaning and other household chores are predominantly women’s responsibilities. With its innovative and educative module designed for children, the mission seeks to transform cleaning from being a duty into a shared, life-enriching activity, fostering empathy, independence, and equality.
Prominent Figures Support the Launch
The launch event in Hyderabad featured prominent personalities, including former World No. 1 in Women’s Doubles (Tennis) Sania Mirza, who actively endorsed the mission. She participated in an engaging panel discussion alongside Mr. Sanjay Srinivas, Vice President – Marketing, Personal Care Products Business, ITC Limited, Ms. Madhavi Chandra, Principal of Gitanjali Devshala, and Ms. Kiranmai Choudary, a renowned educator and parenting mentor.
Ms. Choudary also conducted an interactive workshop with parents, highlighting practical ways to integrate the principles of the Clean Equal Mission into everyday life.
Speaking at the event, Sania Mirza remarked, “This initiative deeply resonates with my values of equality and responsible parenting. It’s not just about cleaning—it’s about shaping young minds to embrace shared responsibility and equality from a young age. I applaud ITC Nimyle for championing this cause and inspiring collective action.”*
A Mission with a Purpose
The Clean Equal Mission is designed to empower children with life skills through age-appropriate educational content, delivered in collaboration with schools and parents. By introducing cleaning as a shared activity, the program aspires to foster values like teamwork, self-worth, and independence in children.
Sameer Satpathy, Divisional Chief Executive, Personal Care Products Business, ITC Limited, said, “Cleaning is one of the first chores children undertake, teaching them ownership, pride, and responsibility. With the *Clean Equal Mission, we aim to instill these values early, nurturing a generation that values equality and hygiene.”
Expanding Horizons
In its first phase, the mission will reach over 1 lakh students in Hyderabad, with plans to expand to more than 8 lakh students across India in the coming months. Schools, parents, and children will be engaged through interactive activities and educational content to internalize these values.
About ITC Nimyle
ITC Nimyle, made with neem, is a 100% natural, eco-friendly floor cleaner certified by GreenPro as a “Green Product.” It is endorsed by the World Neem Organization and formulated to leave no chemical residue, ensuring safe and hygienic environments for families.
The Clean Equal Mission aligns with ITC Nimyle’s commitment to sustainability and its mission to promote cleanliness, hygiene, and equality through innovative products and impactful social initiatives. This initiative is set to redefine household cleaning, not as a duty but as an opportunity to shape the values of the next generation.