ITC Nimyle's 'Shuddh Shuruat”: An Initiative to cleanse the Rath Yatra's path

Nimyle - ITC’s leading floor cleaner brand, has launched a unique endeavour this Rath Yatra called “Nimyle Shuddh Shuruat” - an initiative to cleanse the entire path of the Rath Yatra with Neem based Nimyle.

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Taking inspiration from the symbolic ritual of “Chhera Pahanra” that marks the start of the yatra, ITC Nimyle’s Shuddh Shuruat 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 Rath Yatra holds immense cultural and spiritual value as it reinforces the spirit of shared devotion. On 6th July, 2024, 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. Medha Nacha, the beautiful tribal dance to the beats of the dhol energised the spirited cleaning for all present. Renowned Oriya actors Poonam Mishra and Sivani Sangita graced the public gather