Akij Essential launches ‘Protibare Biya Bari’ campaign for Chinigura rice

Akij Essential, the consumer goods brand of the country’s business conglomerate Akij Resource Group, has launched a new campaign, titled “Protibare Biya Bari” for its premium fragrant Chinigura rice, aiming to bring the taste and ambience of wedding feasts into everyday home cooking.

Faria Hossain, chairperson of Akij Resource Group, and Sheikh Jasim Uddin, managing director, inaugurated the campaign at a function held at Akij House in Dhaka on Sunday, according to a press release.

Addressing the event, Hossain said every household in Bangladesh experiences a unique festive spirit through cooking, with wedding feasts representing its highest expression. 

“Through this campaign, we want consumers to enjoy the special taste, aroma and joy of weddings even in their daily meals. 

We never compromise on the quality and purity of Akij Essential Chinigura rice,” she said.

In his remarks, Jasim Uddin said the company sources BR-34 rice from Dinajpur, which is renowned for Chinigura. 

“The rice is processed at Akij Essential’s factories using modern Swiss-made machinery,” he added.

“Our robust quality control system ensures superior grain quality, long-lasting aroma and a soft, fluffy texture after cooking, recreating the feel of wedding cuisine at home,” he said.

Sohanur Rahman Sohan, deputy chief operating officer of Akij Resource; 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, were also present.