Akij Essential launches new campaign for Chinigura rice

Akij Essential has launched a new campaign for its premium fragrant Chinigura rice, aiming to bring the taste and atmosphere of wedding feasts into everyday home cooking.

The campaign, titled "Protibare Biya Bari", was inaugurated at Akij House in Dhaka, says a press release.

The campaign was formally launched by Faria Hossain, chairman of Akij Resource Group, and Sheikh Jasim Uddin, managing director of the group, at a programme held in the capital.

Speaking at the event, Faria Hossain said wedding cooking represents the highest expression of festive food culture in Bangladeshi households. 

“Through this campaign, we want consumers to enjoy the special taste, aroma and joy of weddings even when cooking at home. We do not compromise on the quality and purity of Akij Essential Chinigura rice,” she said.

Sheikh Jasim Uddin said the rice is produced using BR-34 paddy sourced from Dinajpur, a region widely known for Chinigura rice. 

“The rice is processed at Akij Essential’s factories using modern machines made in Switzerland. Our quality control system ensures excellent grain quality, long-lasting aroma and a soft, fluffy texture after cooking,” he said.

Sohanur Rahman Sohan, deputy chief operating officer of Akij Resource, said Chinigura rice is recognised for its small, narrow and fragrant grains. He added that it is especially suitable for traditional dishes such as pulao, biryani and payesh, and is currently available nationwide in 1kg and 5kg packs.

Senior officials of Akij Resource, including Mohammad Towfiq Hasan, Mohammad Afsar Uddin, Sabiha Yeasmin and Khondaker Mostakim Ahmed Fahim, were also present at the launch programme.