Washing dishes has always been a cumbersome chore and the past year has only accentuated the drudgery associated with cleaning dishes. The extended stay at home has also increased affinity towards cooking at home, with consumers experimenting with various cuisines and new cooking techniques. While the results are varied, one thing that has been constant is the pile of dishes that each culinary creation leaves behind and the task of clean-up.
Scrubbing pots and pans with tough stains is a repetitive task and often an onerous one that is put off by many until there are no clean plates! The recent past has only highlighted this in many households. To help ease the burden of cleansing grease and tough food soil on dishes, ITC introduces the launch of 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!
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 dishwashing chore by reducing the effort that has been associated with scrubbing.
Commenting on the launch, Sameer Satpathy, Chief Executive, Personal Care Products Business Division, ITC Limited, said,“ITC is an innovation driven organisation with significant investments in game changing R & D that enables us to craft solutions for the Indian consumer. 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.”
ITC Nimeasy was launched in Kolkata with celebrated Chef Kunal Kapur and renowned Tollywood Actor Madhumita Sarcar in an experiential session today.
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. Now you can just soak your utensils in Nimeasy and its enzyme technology provides a Lift Off Action that helps in the removal of greasy, oily, and stuck-on food particles. So, all the culinary enthusiasts, can now enjoy cooking without having to spend so much time scrubbing vessels.”
“I have discovered a love for cooking during the lockdown, where my entire family would sit together and share a moment of calm amongst the ups and downs of last year. However, after cooking, the effort associated with cleaning of greasy kadhai and the vessels was always overwhelming. But thanks to 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 reputed actor Madhumita Sarcar.
The dishwashing liquid is available in the following pack sizes. The pouch is available at Rs. 20 for a 125 ml pouch. 250 ml bottle is priced at Rs 50 and the 1L bottle 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.