In the Sugandha area of Cox’s Bazar’s hotel-motel zone, a small shop tucked beside a hotel near the Public Works Department garden has been drawing attention from both locals and tourists.
Though modest in size, the shop, named ‘Zero Valley’, has gained popularity for its doi-chira, a traditional combination of yoghurt and flattened rice. Many tourists visiting the area now stop by to taste the dish.
The roadside shop began on February 22, 2024, focused on serving visitors to Cox’s Bazar. Its owner, Sajjad Hossain, a native of Pabna, started the business on a small scale.
The number of customers gradually increased as word spread about the food’s quality and taste. Over time, Zero Valley became known not only among local residents but also among tourists visiting Cox’s Bazar.
Sajjad said he had focused on maintaining food quality since the beginning.
“I have tried to maintain excellent food quality from the very beginning. If people like your food, the business naturally moves forward. Now, alongside local customers, tourists are also coming to our shop,” he said.
To give its doi-chira a distinctive taste, Sajjad uses locally sourced coconut and cane sugar. He brings the cane sugar from Pabna, saying that maintaining ingredient quality helps preserve the food’s taste.
His interest in food preparation grew during his stay in Chennai, where he learned different ways to prepare food. After returning to Bangladesh, he began applying that experience to develop food items in his own way.
Zero Valley currently offers nine food and beverage items. These include beef-milk tea for Tk30, green tea made from fresh leaves for Tk10, handmade coffee for Tk60, doi-chira for Tk70, yoghurt for Tk70, yoghurt drink for Tk70, semai for Tk60 and firni for Tk60. An additional Tk10 is charged per item for takeaway orders.
Among the items available, doi-chira appears to be the biggest draw for many customers. Tourists looking for something lighter or different from the usual heavy meals while exploring the tourism area often choose the dish.
“The demand for doi-chira is the highest. Tourists often come after hearing about our shop from other people. That makes us happy too. We started on a small scale, and now we are trying to expand gradually with people’s support,” Sajjad said.
Encouraged by the growing popularity, Sajjad is now preparing to open a second branch of Zero Valley closer to tourists at Sugandha beach. He said the new outlet is expected to open soon.
Zero Valley’s journey, which began with a small roadside shop, is now moving into a new stage. For tourists visiting Cox’s Bazar, local food can be as much a part of the travel experience as the sea and beach. Whether the small shop’s doi-chira can build a lasting reputation among tourists remains to be seen.
For those visiting Zero Valley, the shop is beside Hotel Sure Stay, next to the Public Works Department garden, opposite Hotel Sea Palace in the Sugandha area.
By Abdur Rashid Manik
Photo: Abdur Rashid Manik
