Latest news with #OOKA
Arabian Post
an hour ago
- Business
- Arabian Post
Global shisha demand set to surge: 90% of hospitality venues predict growth
By Arjavi Indraneesh There has been a shift in the perception about shisha smoking, with the traditional ways giving way to safer, smarter and regulated social inhalation. But the shift hasn't negatively impacted the overall shisha market, which appears to be set for a surge. Arabian Post spoke to Ronan Barry, Chief Legal & Corporate Affairs Officer at AIR, a global market leader in advanced inhalation systems. Here is the full text of the interview: ADVERTISEMENT Q: Your latest research shows a global surge in shisha demand. What's driving this growth? A: Our research shows that 90% of hospitality venue owners across four key markets – the UAE, US, Germany, and Spain – expect demand to increase over the next two years. That growth is being fueled by a shift in how shisha is perceived and enjoyed globally as well as growing demand for differentiated and non-intoxicating social experiences Shisha is a ritual that has been enjoyed for centuries, deeply rooted in tradition, community and social connection. While that cultural significance remains, consumer expectations are changing. That's exactly why we created OOKA – a one-of-a-kind, charcoal-free device that delivers a cleaner, safer and more premium experience without compromising on flavour or ritual. It's designed to meet the needs of today's more health-conscious and design-aware consumers, while helping venues modernise their offering and overcome operational and regulatory challenges. Q: What challenges are hospitality venues facing as they try to meet this demand? A: Air quality regulations, fire safety concerns and the operational burden of managing charcoal-based systems have long been pain points. In fact, 89% of the businesses we surveyed said regulatory compliance is a significant challenge when offering shisha. That's why an innovation like OOKA – our charcoal-free, electronically heated shisha device – is so transformative. Not only does it remove the complexities of charcoal, but it also significantly reduces harmful emissions, creating a safer, more sustainable experience for both consumers and staff. One in four venue owners told us that they see charcoal-free technology as a practical solution to help meet these regulatory requirements as well as consumer demand for better air quality and a cleaner experience meaning devices like OOKA are a real opportunity for forward-thinking operators to innovate and drive customer loyalty. ADVERTISEMENT Q: Can you talk more about how OOKA addresses these health and safety concerns? A: Absolutely. AIR commissioned and published the world's first peer-reviewed emissions study on a charcoal-free shisha device – and the results were a game-changer for the category. Our research found that emissions from OOKA showed zero detection of many of the most harmful by-products of charcoal heated shisha, including carbon monoxide, benzene, toluene, and benzo[a]pyrene, which are typically found in both cigarettes and charcoal-heated waterpipes. It also revealed that levels of key aldehydes, such as acrolein, acetaldehyde and formaldehyde, were reduced by up to 96% compared to traditional shisha. When you factor in how shisha is consumed in real life – often just once or twice a week – toxicant exposure from OOKA is estimated to be up to 100 times lower than cigarette smoking. That's a huge step forward in harm reduction, and it has real-world implications for the hospitality industry. It means venues can now offer a premium shisha experience that not only appeals to today's more health and environmentally conscious customers, but also supports better indoor air quality and simplifies regulatory compliance. It opens the door for more businesses – especially those that were previously put off by the risks of charcoal – to add shisha to their menus with confidence. Q: How has OOKA been received by the hospitality industry so far? A: The response has been overwhelmingly positive – including here in Dubai. OOKA Pro, our model tailored for hospitality venues, was developed with feedback from our partners and is already being used in leading hospitality destinations, such as Playa Beach Club Dubai. Venue owners appreciate the cleaner operation, the design customization options and the fact that it supports up to eight sessions on a single charge. Many report it has opened new revenue streams and improved the customer experience significantly. Q: Do you see OOKA influencing future regulatory approaches to shisha? A: We believe so. The science is now catching up with the innovation. Our emissions study provides credible, independent evidence that charcoal-free devices like OOKA offer a materially safer alternative. That's important not just for regulators and policymakers, but also for hospitality businesses. If regulation starts to recognize cleaner technologies like ours, it gives venues a real opportunity to expand their offerings and attract a broader customer base – including those who may have previously avoided shisha due to health or safety concerns. We're ready and willing to engage with regulators to ensure that the evolution of the category is reflected in policymaking. Our goal is to support the hospitality industry in offering safer products, while giving consumers the freedom to enjoy shisha with greater confidence. Q: What's next for AIR and the future of shisha? A: We're committed to leading the way in clean, tech-driven social inhalation. As consumer expectations shift and regulations evolve, the industry must evolve – and innovation isn't just desirable, it's essential. That's why we're continuing to invest in R&D, expand our partnerships with hospitality venues all over the globe and champion a future for shisha that's safer, smarter and aligned with global health and safety standards. This is an incredibly exciting time for the category. The core ritual of shisha, something that's been enjoyed for centuries, remains as important as ever. But how people enjoy it is changing. AIR is proud to be at the forefront of that transformation, and we're just getting started. The future of shisha is full of possibility – and we can't wait to shape what comes next. Also published on Medium. Notice an issue? Arabian Post strives to deliver the most accurate and reliable information to its readers. If you believe you have identified an error or inconsistency in this article, please don't hesitate to contact our editorial team at editor[at]thearabianpost[dot]com. We are committed to promptly addressing any concerns and ensuring the highest level of journalistic integrity.
Web Release
01-07-2025
- Business
- Web Release
AIR Unveils First Sustainability Report Outlining Innovation-led ESG commitments
Advanced Inhalation Rituals (AIR), the world's leading social inhalation business, has published its first sustainability report, outlining its environmental, social and governance (ESG) strategy. AIR's first sustainability report outlines its commitment to revolutionizing the shisha and wider inhalation category through innovation and harm reduction, while embedding responsible business practices across all levels of the organization. The report highlights shisha's rich heritage and history, alongside key milestones which have shaped AIR's business journey and commitment to sustainability as appetite for shisha has grown globally in recent years. The report reinforces AIR as a trailblazer in science-led, tobacco- and nicotine-free inhalation products. Key milestones detailed in the report include the launch of Zodiac, a tea-based, tobacco- and nicotine-free shisha alternative – and OOKA – the world's first charcoal-free, pod-based shisha device. A key driver of AIR's success, half a million OOKA pods and 14,500 OOKA devices have now been sold since launch. Moreover, both innovations demonstrate AIR's determination to lead the category in reducing the health risks associated with traditional shisha use and reshaping the experience for the modern, conscious adult consumer. As part of the reporting process, AIR conducted a full sustainability materiality assessment to ensure its strategy reflects the priorities of both internal and external stakeholders. The result is a long-term vision grounded in five strategic ESG pillars: · Public health and innovation · Working conditions · Business integrity · Environmental impact, particularly water usage · Governance Through this assessment AIR has now set out a 2030 Roadmap which is aligned to the UN's Sustainable Development Goals, and will offer clear direction to stakeholders, consumers and employees through which to make an impact on global sustainability. Metrics included in this roadmap include improving gender diversity across leadership roles, strengthening supply chain standards, and increasing public awareness through science-based education around shisha consumption and harm reduction. Stuart Brazier, Chief Executive Officer at AIR, comments: 'As the global leader in our industry, our purpose is to transform the sector by creating a safer, cleaner, and more sustainable inhalation experience whilst also preserving the rich social and cultural value of shisha. By publishing our first sustainability report we are proud to be solidifying our commitment to driving this forward and shaping the future of the industry. 'This report celebrates the huge progress we have already made in optimizing all aspects of our operations, but we are also aware that we have a responsibility to accelerate our ESG efforts over the coming years to protect the world around us. With the publication of our 2030 Roadmap, we have laid out a clear path through which to enact meaningful change within our own operations and on the world around us. From reducing CO2 emissions to improving diversity and supporting fair working conditions across our supply chain, we are committed to driving long-term, meaningful progress for our consumers, our people, and the planet.' Ronan Barry, Chief Legal & Corporate Affairs Officer at AIR, added: 'Publishing our first sustainability report marks a critical milestone in AIR's growth as a responsible, innovation-led inhalation company. We are proud to lead the way in harm-reduction technologies for shisha whilst also ensuring our operations and supply chains reflect our ethical standards. Sustainability is not an add-on for us – it's embedded into every level of our business, from how we develop products to how we treat people and protect the environment.' The report, which covers AIR's progress throughout 2024, is available at
Yahoo
30-06-2025
- Business
- Yahoo
AIR Unveils First Sustainability Report Outlining Innovation-led ESG commitments
DUBAI, United Arab Emirates, June 30, 2025--(BUSINESS WIRE)--Advanced Inhalation Rituals (AIR), the world's leading social inhalation business, has published its first sustainability report, outlining its environmental, social and governance (ESG) strategy. AIR's first sustainability report outlines its commitment to revolutionizing the shisha and wider inhalation category through innovation and harm reduction, while embedding responsible business practices across all levels of the organization. The report highlights shisha's rich heritage and history, alongside key milestones which have shaped AIR's business journey and commitment to sustainability as appetite for shisha has grown globally in recent years. The report reinforces AIR as a trailblazer in science-led, tobacco- and nicotine-free inhalation products. Key milestones detailed in the report include the launch of Zodiac, a tea-based, tobacco- and nicotine-free shisha alternative – and OOKA - the world's first charcoal-free, pod-based shisha device. A key driver of AIR's success, half a million OOKA pods and 14,500 OOKA devices have now been sold since launch. Moreover, both innovations demonstrate AIR's determination to lead the category in reducing the health risks associated with traditional shisha use and reshaping the experience for the modern, conscious adult consumer. As part of the reporting process, AIR conducted a full sustainability materiality assessment to ensure its strategy reflects the priorities of both internal and external stakeholders. The result is a long-term vision grounded in five strategic ESG pillars: Public health and innovation Working conditions Business integrity Environmental impact, particularly water usage Governance Through this assessment AIR has now set out a 2030 Roadmap which is aligned to the UN's Sustainable Development Goals, and will offer clear direction to stakeholders, consumers and employees through which to make an impact on global sustainability. Metrics included in this roadmap include improving gender diversity across leadership roles, strengthening supply chain standards, and increasing public awareness through science-based education around shisha consumption and harm reduction. Stuart Brazier, Chief Executive Officer at AIR, comments: "As the global leader in our industry, our purpose is to transform the sector by creating a safer, cleaner, and more sustainable inhalation experience whilst also preserving the rich social and cultural value of shisha. By publishing our first sustainability report we are proud to be solidifying our commitment to driving this forward and shaping the future of the industry. "This report celebrates the huge progress we have already made in optimizing all aspects of our operations, but we are also aware that we have a responsibility to accelerate our ESG efforts over the coming years to protect the world around us. With the publication of our 2030 Roadmap, we have laid out a clear path through which to enact meaningful change within our own operations and on the world around us. From reducing CO2 emissions to improving diversity and supporting fair working conditions across our supply chain, we are committed to driving long-term, meaningful progress for our consumers, our people, and the planet." Ronan Barry, Chief Legal & Corporate Affairs Officer at AIR, added: "Publishing our first sustainability report marks a critical milestone in AIR's growth as a responsible, innovation-led inhalation company. We are proud to lead the way in harm-reduction technologies for shisha whilst also ensuring our operations and supply chains reflect our ethical standards. Sustainability is not an add-on for us - it's embedded into every level of our business, from how we develop products to how we treat people and protect the environment." The report, which covers AIR's progress throughout 2024, is available at About AIR AIR is the market leader in the $19 billion global shisha market, with an aim to provide superior physical, emotional, and mental benefits through inhalation. Launched in 1999 and headquartered in Dubai, the business has a multinational presence in over 100 countries across the UAE, Europe, North America, India, and Africa. AIR holds 47% of the shisha category market share in the markets it is present in and is the leading business in a market set to grow to $22 billion in 2026. Its portfolio of companies includes Al Fakher, the world's leading shisha brand; the world's number one e-commerce platform for hookahs and shisha; OOKA, the world's first charcoal-free shisha device, among others. AIR's science program, conducted in partnership with independent accredited laboratories, enables the development of innovative products that combine centuries of tradition with cutting edge innovation to minimize harm and maximize enjoyment for millions around the world. View source version on Contacts Media contact Matylda Kesicka / Harleen Kaurairglobal@ Error in retrieving data Sign in to access your portfolio Error in retrieving data Error in retrieving data Error in retrieving data Error in retrieving data
Business Wire
30-06-2025
- Business
- Business Wire
AIR Unveils First Sustainability Report Outlining Innovation-led ESG commitments
DUBAI, United Arab Emirates--(BUSINESS WIRE)-- Advanced Inhalation Rituals (AIR), the world's leading social inhalation business, has published its first sustainability report, outlining its environmental, social and governance (ESG) strategy. AIR's first sustainability report outlines its commitment to revolutionizing the shisha and wider inhalation category through innovation and harm reduction, while embedding responsible business practices across all levels of the organization. The report highlights shisha's rich heritage and history, alongside key milestones which have shaped AIR's business journey and commitment to sustainability as appetite for shisha has grown globally in recent years. The report reinforces AIR as a trailblazer in science-led, tobacco- and nicotine-free inhalation products. Key milestones detailed in the report include the launch of Zodiac, a tea-based, tobacco- and nicotine-free shisha alternative – and OOKA - the world's first charcoal-free, pod-based shisha device. A key driver of AIR's success, half a million OOKA pods and 14,500 OOKA devices have now been sold since launch. Moreover, both innovations demonstrate AIR's determination to lead the category in reducing the health risks associated with traditional shisha use and reshaping the experience for the modern, conscious adult consumer. As part of the reporting process, AIR conducted a full sustainability materiality assessment to ensure its strategy reflects the priorities of both internal and external stakeholders. The result is a long-term vision grounded in five strategic ESG pillars: Public health and innovation Working conditions Business integrity Environmental impact, particularly water usage Governance Through this assessment AIR has now set out a 2030 Roadmap which is aligned to the UN's Sustainable Development Goals, and will offer clear direction to stakeholders, consumers and employees through which to make an impact on global sustainability. Metrics included in this roadmap include improving gender diversity across leadership roles, strengthening supply chain standards, and increasing public awareness through science-based education around shisha consumption and harm reduction. Stuart Brazier, Chief Executive Officer at AIR, comments: 'As the global leader in our industry, our purpose is to transform the sector by creating a safer, cleaner, and more sustainable inhalation experience whilst also preserving the rich social and cultural value of shisha. By publishing our first sustainability report we are proud to be solidifying our commitment to driving this forward and shaping the future of the industry. 'This report celebrates the huge progress we have already made in optimizing all aspects of our operations, but we are also aware that we have a responsibility to accelerate our ESG efforts over the coming years to protect the world around us. With the publication of our 2030 Roadmap, we have laid out a clear path through which to enact meaningful change within our own operations and on the world around us. From reducing CO2 emissions to improving diversity and supporting fair working conditions across our supply chain, we are committed to driving long-term, meaningful progress for our consumers, our people, and the planet.' Ronan Barry, Chief Legal & Corporate Affairs Officer at AIR, added: 'Publishing our first sustainability report marks a critical milestone in AIR's growth as a responsible, innovation-led inhalation company. We are proud to lead the way in harm-reduction technologies for shisha whilst also ensuring our operations and supply chains reflect our ethical standards. Sustainability is not an add-on for us - it's embedded into every level of our business, from how we develop products to how we treat people and protect the environment.' The report, which covers AIR's progress throughout 2024, is available at About AIR AIR is the market leader in the $19 billion global shisha market, with an aim to provide superior physical, emotional, and mental benefits through inhalation. Launched in 1999 and headquartered in Dubai, the business has a multinational presence in over 100 countries across the UAE, Europe, North America, India, and Africa. AIR holds 47% of the shisha category market share in the markets it is present in and is the leading business in a market set to grow to $22 billion in 2026. Its portfolio of companies includes Al Fakher, the world's leading shisha brand; the world's number one e-commerce platform for hookahs and shisha; OOKA, the world's first charcoal-free shisha device, among others. AIR's science program, conducted in partnership with independent accredited laboratories, enables the development of innovative products that combine centuries of tradition with cutting edge innovation to minimize harm and maximize enjoyment for millions around the world.
Associated Press
30-06-2025
- Business
- Associated Press
AIR Unveils First Sustainability Report Outlining Innovation-led ESG commitments
DUBAI, United Arab Emirates--(BUSINESS WIRE)--Jun 30, 2025-- Advanced Inhalation Rituals (AIR), the world's leading social inhalation business, has published its first sustainability report, outlining its environmental, social and governance (ESG) strategy. AIR's first sustainability report outlines its commitment to revolutionizing the shisha and wider inhalation category through innovation and harm reduction, while embedding responsible business practices across all levels of the organization. The report highlights shisha's rich heritage and history, alongside key milestones which have shaped AIR's business journey and commitment to sustainability as appetite for shisha has grown globally in recent years. The report reinforces AIR as a trailblazer in science-led, tobacco- and nicotine-free inhalation products. Key milestones detailed in the report include the launch of Zodiac, a tea-based, tobacco- and nicotine-free shisha alternative – and OOKA - the world's first charcoal-free, pod-based shisha device. A key driver of AIR's success, half a million OOKA pods and 14,500 OOKA devices have now been sold since launch. Moreover, both innovations demonstrate AIR's determination to lead the category in reducing the health risks associated with traditional shisha use and reshaping the experience for the modern, conscious adult consumer. As part of the reporting process, AIR conducted a full sustainability materiality assessment to ensure its strategy reflects the priorities of both internal and external stakeholders. The result is a long-term vision grounded in five strategic ESG pillars: Through this assessment AIR has now set out a 2030 Roadmap which is aligned to the UN's Sustainable Development Goals, and will offer clear direction to stakeholders, consumers and employees through which to make an impact on global sustainability. Metrics included in this roadmap include improving gender diversity across leadership roles, strengthening supply chain standards, and increasing public awareness through science-based education around shisha consumption and harm reduction. Stuart Brazier, Chief Executive Officer at AIR, comments: 'As the global leader in our industry, our purpose is to transform the sector by creating a safer, cleaner, and more sustainable inhalation experience whilst also preserving the rich social and cultural value of shisha. By publishing our first sustainability report we are proud to be solidifying our commitment to driving this forward and shaping the future of the industry. 'This report celebrates the huge progress we have already made in optimizing all aspects of our operations, but we are also aware that we have a responsibility to accelerate our ESG efforts over the coming years to protect the world around us. With the publication of our 2030 Roadmap, we have laid out a clear path through which to enact meaningful change within our own operations and on the world around us. From reducing CO2 emissions to improving diversity and supporting fair working conditions across our supply chain, we are committed to driving long-term, meaningful progress for our consumers, our people, and the planet.' Ronan Barry, Chief Legal & Corporate Affairs Officer at AIR, added: 'Publishing our first sustainability report marks a critical milestone in AIR's growth as a responsible, innovation-led inhalation company. We are proud to lead the way in harm-reduction technologies for shisha whilst also ensuring our operations and supply chains reflect our ethical standards. Sustainability is not an add-on for us - it's embedded into every level of our business, from how we develop products to how we treat people and protect the environment.' The report, which covers AIR's progress throughout 2024, is available at About AIR AIR is the market leader in the $19 billion global shisha market, with an aim to provide superior physical, emotional, and mental benefits through inhalation. Launched in 1999 and headquartered in Dubai, the business has a multinational presence in over 100 countries across the UAE, Europe, North America, India, and Africa. AIR holds 47% of the shisha category market share in the markets it is present in and is the leading business in a market set to grow to $22 billion in 2026. Its portfolio of companies includes Al Fakher, the world's leading shisha brand; the world's number one e-commerce platform for hookahs and shisha; OOKA, the world's first charcoal-free shisha device, among others. AIR's science program, conducted in partnership with independent accredited laboratories, enables the development of innovative products that combine centuries of tradition with cutting edge innovation to minimize harm and maximize enjoyment for millions around the world. View source version on CONTACT: Media contact Matylda Kesicka / Harleen Kaur [email protected] KEYWORD: MIDDLE EAST UNITED ARAB EMIRATES INDUSTRY KEYWORD: PROFESSIONAL SERVICES RETAIL ENVIRONMENTAL, SOCIAL AND GOVERNANCE (ESG) ENVIRONMENT TOBACCO SUSTAINABILITY SOURCE: AIR Global Copyright Business Wire 2025. PUB: 06/30/2025 05:08 AM/DISC: 06/30/2025 05:08 AM
