ITC forays into fruit & vegetable cleaning market space

ITC has launched NimWash Vegetable and Fruit wash at Rs 99 for a 500 ml pack. Marico had recently launched a product in the same category which is priced at Rs 289 for 400 ml pack.

Kolkata: ITC Ltd has forayed into the niche fruit and vegetable cleaning space with an aggressive pricing which may both create the market and also help the conglomerate gain market share.

The company has launched NimWash Vegetable and Fruit wash at Rs 99 for a 500 ml pack. Marico had recently launched a product in the same category which is priced at Rs 289 for 400 ml pack.

ITC said hygiene plays a pivotal role in wellbeing today and is increasingly becoming a more widespread conversation and an immediate priority. The pandemic is changing consumer behaviour by resetting and reshaping perspectives, the company said.


ITC said the launch addresses an emerging consumer need to clean fresh produce properly once it reaches consumer homes.

Sameer Satpathy, chief executive, personal care products business division, ITC Ltd, said, consumers’ sensitivity to health and hygiene is at a heightened level.

"ITC’s first 100% natural action Vegetable and Fruit wash is a consumer’s delight as it delivers on effectiveness with the power of natural ingredients. Our endeavour always has been to identify and serve emerging consumer need, in a manner which helps consumers in these challenging times," he said.
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