The campaign’s specifics were unveiled during a press conference held at the headquarters of PRAN-RFL Group in Badda, the capital city.

As part of this initiative, PRAN-RFL Group will allocate a portion of the proceeds from select brands, including PRAN’s spices, fruit drinks, milk, sauces, chinigura rice, puffed rice, and RFL’s household and footwear products.

Moreover, the group will contribute a percentage of each transaction from its popular retail chains such as Daily Shopping, Best Buy, Tasty Treat, and Mithai. The funds gathered will be utilized to procure Eid clothing and food for underprivileged children.

Thrive International, an international NGO dedicated to assisting underprivileged children in Bangladesh, is partnering with PRAN-RFL to support this campaign. PRAN-RFL will provide Eid clothing and food to orphanages and schools for underprivileged children operated by Thrive International.

Eleash Mridha, managing director of PRAN Group, expressed, “As part of our corporate social responsibility, we have initiated this campaign to bring joy to underprivileged children during Eid. We encourage our customers to join us in this noble endeavor.”

RN Paul, managing director of RFL Group, added, “Throughout the year, we have undertaken various initiatives to bring happiness to the less fortunate in our society. Through this collaboration, consumers can also participate in this noble initiative alongside PRAN-RFL.”

Nurul Afser, head of corporate branding, noted, “We launched the campaign on the 10th day of Ramadan, anticipating increased purchases leading up to Eid. We aspire to make a meaningful contribution to underprivileged children by providing gifts and food before Eid.”

Touhiduzzaman, head of public relations for PRAN-RFL Group, along with senior officials from the group, were also present at the event.