AKIJ Essential, a concern of AKIJ Resource, has launched a new promotional campaign for its premium fragrant Chinigura rice.
The company aims to bring the taste and aroma of wedding feasts into everyday home cooking through this initiative.
The campaign, titled Protibare Biya Bari, was inaugurated at an event on Sunday at Akij House in Dhaka by Faria Hossain, Chairman of AKIJ Resource Group, and Sheikh Jasim Uddin, Managing Director of the group.
Speaking at the launch, Hossain said festive cooking holds a special place in Bangladeshi households, with wedding preparation seen as the pinnacle of that tradition. She said the campaign aims to let consumers enjoy the distinctive taste, aroma and joy of wedding meals even when cooking at home, adding that AKIJ Essential Chinigura Rice maintained strict quality and purity standards.
Sheikh Jasim Uddin said the company sources BR-34 rice from Dinajpur, a region renowned for premium Chinigura paddy, and processes it in AKIJ Essential’s factories using modern Swiss-made machinery. He said a robust quality control system ensures excellent grain quality, long-lasting fragrance and a soft, fluffy texture after cooking, bringing the essence of celebratory cuisine to everyday meals.
Also attending the event were senior AKIJ Resource officials: Mohammad Towfiq Hasan, Chief Business Development Officer; Mohammad Afsar Uddin, Chief People Officer; Sabiha Yeasmin, Chief Financial Officer; and Khondaker Mostakim Ahmed Fahim, Chief Supply Chain Officer, alongside other business unit leaders.
