From coffee shrubs in the Chattogram Hill Tracts to espresso machines in Dhaka, two very different landscapes frame the same story.

You open the jar, take a spoonful, add hot water and stir. In less than a minute, you have a cup of coffee. It is simple, familiar and convenient. But instant coffee does not have to stop there.

For a long time, the cafe experience associated with specialty coffee, carefully prepared drinks and spaces made for lingering felt like something largely confined to Dhaka or Chattogram.

For AMA Coffee, that everyday cup is central to its approach. Launched by Abul Khair Group in January 2021, the brand has focused on convenient formats, distribution and activities that connect it with consumers beyond the café.

Every International Coffee Day, the world celebrates more than a beverage. Coffee is a daily ritual of comfort, connection and energy—beginning with farmers and ending in millions of meaningful moments.

You have probably seen them on Instagram Reels: Gleaming espresso machines, neatly arranged coffee beans and perfectly measured pours into a V60.