Akij Essential launches new campaign for premium Chinigura rice

Akij Essentials, the consumer goods brand of Akij Resource Group, has launched a new campaign for its premium, fragrant Chinigura rice.

The campaign, titled 'Protibare Biya Bari', was inaugurated at an event held at Akij House in Dhaka on Sunday. Faria Hossain, Chairman of Akij Resource Group, and Sheikh Jasim Uddin, Managing Director of the group, formally launched the campaign.

Addressing the inauguration ceremony, Faria Hossain said festive cooking holds a special place in Bangladeshi households, with wedding feasts representing its highest expression. "Through this campaign, we want consumers to experience the distinctive taste, aroma, and joy associated with wedding cooking even at home. We do not compromise on the quality or purity of Akij Essentials Chinigura rice," she said.

Sheikh Jasim Uddin said the company sources BR-34 rice from Dinajpur, a region well known for premium-quality Chinigura rice. "The rice is processed at Akij Essentials' factories using modern Swiss-made machinery. Our strong quality control system ensures consistent grain quality, long-lasting aroma, and a soft, fluffy texture after cooking, bringing the essence of wedding cuisine to everyday meals," he said.

Sohanur Rahman Sohan, Deputy Chief Operating Officer of Akij Resource Group, said Akij Essentials Chinigura rice is characterised by its small, narrow, and aromatic grains. He added that it is particularly suitable for preparing traditional dishes such as pulao, biryani, and payesh. The rice is currently available nationwide in various pack sizes, including one kg and five kg.

Also present at the event were Mohammad Towfiq Hasan, Chief Business Development Officer; Mohammad Afsar Uddin, Chief People Officer; Sabiha Yeasmin, Chief Financial Officer; Khondaker Mostakim Ahmed Fahim, Chief Supply Chain Officer; along with senior officials from different business units of Akij Resource Group.