In pursuit and fulfilment of its Corporate Social Reasonability (CSR), while promoting the culture of caring and sharing with the less privileged, Qcell on Tuesday launched its 2026 national QNdogou sugar, rice and dates distribution ahead of the official start of 2026 Ramadan period.
The initiative, which is an annual affair, targets Mosques, Madarasas, orphanages as well as needy communities in propagating the virtue of sharing especially during the Muslim holy month of Ramadan.
Since its inception some 18 years ago, the annual sugar and rice distribution has become a trademark for the institution, while putting smiles on the faces of thousands of households across the country.
Further, this year’s mega distribution, which is divided into three teams, all simultaneously distributing essential food items, will reach over 300 locations starting from Greater Banjul Area, to North Bank Region and south Bank.
At the launch of this year’s initiative, Muhammed Jah, Gambian business tycoon, who is also the chairman of the QGroup of companies, expressed delight to once again announce the launching of QCell logo initiative 2026; a tradition that has been close to the institution for 18 years.
He recalled that since the inception of Qcell, Ramadan reminds them of the importance of sharing, compassion, and caring for one another.
“Through QNdogou we continue to live these values by supporting Mosques, Madrassas, Orphanages, and other special organizations. This noble initiative was actually initiated by my father. Over the years, this initiative has been a testament to the spirit of giving, unity, and compassion that the holy month of Ramadan represents,” CEO Jah said.
The QGroup chairman expressed delight in his sharing venture, saying that over the years, the initiative has grown in its reach and impact, even so this year. Thus, they are proud to announce that they will be visiting over 300 communities across the country.
“From Banjul to Koina, we touch every region and constituency in the Gambia to enable wider and effective coverage, and this year we will be dispatching three teams simultaneously, starting from the 5th of February,” Mr Jah happily stated.
He pointed out that as customary, they will be distributing rice, dates, and sugar to support local communities, adding that the initiative remains the “biggest and most meaningful” at QCell, and one they’re proud to relaunch every year.
“Our main focus is to do more every year,” he explains. “We focus on madrassas, mosques, orphanages, prisons, and differently abled groups. Other programmes of the QGroup during the holy month of Ramadan are the National Quranic Competition and the National Azan Competition, sponsored by AGIB Bank, the only Islamic bank in The Gambia.”
As people prepare to enter this sacred time of the holy month of Ramadan, he reflected on the countless lives that have been touched by this laudable initiative and the immeasurable, positive changes it has brought to communities across the country.
In light of this, he drew attention to the fact that all have to uplift those around us, adding that at QCell they believe that their ‘role extends beyond business.’
“Our responsibility lies in supporting and strengthening the communities we serve, especially during this holy month of Ramadan,” he said.
The Gambian business tycoon reminds all that it is time for charity, solidarity, and sharing the blessings they've received.
“This is what Gambia and Gambians are known for. Our hope is that this initiative serves as a beacon of hope and compassion for the beneficiaries and forces a deeper sense of unity among us all.”
In his remarks, Lamin Yaffa, former head of QCell sales department (now heading for retirement), underscored the virtues of caring and sharing with the less privileged, commending the QGroup top brass for the foresight in initiating this important venture.
Yaffa revealed that this year for the first time, they are deploying three teams to different locations across the country, something that shows their resolve to sharing whatever they have with the public.
Bai Sheikh Jah, a representative from the QNdogou Team, gave a background of the 18-year old initiative and how it has metamorphosed into its present stage.
To that end, he paid glowing tribute to the management of QGroup for the foresight and guidance all the way through, while also underlining the significance of this rewarding venture.
Basirou Darboe, a representative of the regional heads under the Gambia Supreme Islamic Council expressed similar sentiments.
He commended QGroup for the initiative and prayed that the company continues to shine and expand for the better.
Sheikh Essa Foday Darboe, president of the Gambia Supreme Islamic Council, while underscoring the significance of the QNdogou venture, lauded Mr Jah for the initiative.
Darboe spoke on the importance of the initiative from an Islamic standpoint, while also calling on other businesspeople in the country to emulate QGroup.
Similarly, he encourages businesses to support religious leaders in the country, who, he said, are always at hand to deliver prayers when their services are needed, even as they receive no salary for performing public functions.
The event was graced by the top brass of the Gambia Supreme Islamic Council, other religious leaders, heads of institutions and a cross-section of different communities.
