Monday, July 26, 2021

ITC launches Nimeasy dishwash gel with enzyme technology

To help ease the burden of cleansing grease and tough food soil on dishes, ITC has launched Nimeasy, a dishwashing gel with enzyme technology that gives “lift off action”, easing the removal of greasy, oily and stuck on food particles from surface of the utensils.

ITC Nimeasy was launched with celebrated Chef Kunal Kapur and renowned Tollywood Actor Madhumita Sarcar in an experiential session in Kolkata.

The dishwashing gel has neem extracts and citrus fragrance that leave the utensils smelling fresh and washes away bacteria. It helps remove malodour of various foods including garlic, egg, onion, chicken, cooked fish etc.

ITC Nimeasy provides lifts off action with its enzyme technology that helps to remove food particles stuck on the surface of the utensils. After applying the dishwashing liquid on the utensils with tough food soil like a ‘kadhai’ or pressure cooker, the next step is to soak them in water and leave it for 25 minutes for the enzyme technology to show its lift off action. The grease and tough food soil can then be washed away without the effort of scrubbing.

ITC Nimeasy can also be diluted and used normally with a scrubber for other utensils like plates, spoons, dishes, etc. The enzyme technology led dishwashing gel enables ease in the dishwashing chore by reducing the effort that has been associated with scrubbing.

Sameer Satpathy, Chief Executive, Personal Care Products Business Division, ITC said, “Nimeasy, ITC’s first dishwash gel with enzyme technology, is designed for Indian cooking & kitchens, which eases the removal of greasy, oily and tough stains from utensils.”

Chef Kunal Kapoor, Brand Ambassador, ITC Nimeasy said, “ITC Nimeasy dishwash gel with enzyme technology, challenges the thought behind dishwashing being a laborious activity. It brings ‘safai bina ghisai’ which encourages us all to cook and experiment more without worrying about the effort needed to scrub dishes.”

“With ITC’s Nimeasy dishwash gel with enzyme technology, I can now continue to explore and experiment with my culinary skills without having to put so much effort into scrubbing the pressure cookers and ‘kadhais’,” said Madhumita Sarcar.

The dishwashing liquid is available at Rs. 20 for a 125ml pouch. It is also available in bottle format. A 250ml bottle is priced at Rs 50 and the 1l bottle is priced at Rs 200.

Nimeasy dishwash gel is available across stores in the markets of West Bengal. It is also available on e-commerce platforms like Amazon, Flipkart, Big Basket and Grofers.

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