AIR (Advanced Inhalation Rituals)

Meet Anish Mehta, AIR’s Global Director of Audit, Risk & Compliance, whose journey reflects the pace, scale and ambition of the organisation around him. As AIR has evolved, so has Anish’s role - expanding with new challenges, sharper responsibilities and fresh opportunities to make an impact across the business. What continues to drive him day to day? The chance to keep learning, keep building, and help create the conditions for AIR to move forward with confidence.

Innovation. Technology. Scale. These three pillars are at the heart of AIR's growth strategy. We are pleased to announce a strategic investment in Greentank Technologies, a leader in advanced vaporization hardware and atomization technology. Our partnership with Greentank has already enabled the development of Crown Switch, AIR's rechargeable pod-based vaping platform. This investment further aligns our organizations and provides enhanced access to technology, long-term supply assurances, and future innovation opportunities. We are particularly encouraged by the results of a recently completed independent pilot study on Crown Switch, which demonstrated low or non-detectable levels of several harmful or potentially harmful constituents under the testing conditions evaluated, far lower levels than what are found in similar vaping products in the market according to publicly available data. As AIR continues to expand its presence across modern nicotine categories, we remain focused on creating differentiated products, advancing scientific research, and building strategic partnerships that can unlock long-term value. Read the full announcement here: https://lnkd.in/e5kWzVmB #AIR #InvestorRelations #Innovation #ReducedRiskProducts #Technology #ConsumerGoods #Greentank #NASDAQ

Success isn't built overnight - it's the result of long-term vision, disciplined execution and a commitment to sustainable growth. This year has marked a significant milestone for AIR, as we've become a Nasdaq-listed company and continued to expand our global footprint and innovation pipeline. As we look ahead, our focus remains on creating long-term value through responsible growth and continued investment in the future of the category. AIR's Chief Financial Officer Bassem Lotfy reflects on the progress we've made so far this year and the opportunities that lie ahead.

Hospitality operators are increasingly looking ahead to the future of the category. As venues balance rising consumer expectations with operational efficiency, there is growing interest in solutions that can help modernise the experience while supporting business growth. That's one of the reasons OOKA was developed - to provide hospitality partners with a technology-led alternative designed around consistency, convenience and changing customer preferences.

At its heart, shisha has always been about bringing people together. For centuries, it has played a role in social gatherings, hospitality and shared experiences across cultures and communities around the world. While the ritual remains deeply rooted in tradition, the expectations of today's consumers are continuing to evolve. In this video, our Chief CORA Officer, Ronan Barry shares his thoughts on why the social nature of shisha remains as relevant as ever, and how changing consumer preferences are influencing the future of the category. As the industry evolves, the challenge is not to replace tradition - but to find new ways to enhance the experience while preserving the social connections that have always been at its core.

Welcome back to our 'History of Shisha' series. In this instalment, we arrive in the 19th century - a period that helped transform shisha into the social experience many recognise today. As cafés and gathering spaces became increasingly popular, shisha became closely associated with conversation, community and hospitality. Around the same time, Egypt introduced an innovation that would have a lasting impact on the category: the addition of honey and molasses to tobacco, helping create a smoother and more flavourful experience. It's a reminder that the shisha industry has never stood still, and continues to grow today.

The future of a category is not shaped by one product, one market or one moment. It is shaped by the brands that keep moving it forward. Each brand plays a different role. Together, they point to the same ambition: to raise standards, challenge assumptions and help shape where social inhalation goes next.

Behind every global launch is a team that knows how to turn ambition into momentum. Meet Malvika Kapur, Senior Brand Manager at AIR, who has spent the past three years helping bring some of the brand’s biggest ideas to life across markets. Joining AIR as OOKA was preparing to launch, Malvika played a key role in shaping its journey from a bold new concept to a brand now celebrating its 3-year anniversary and making waves worldwide. For Malvika, the most rewarding part of the role is simple: collaboration. Working closely with teams across the globe, building ideas together, and seeing them land with impact.

What happens when you challenge an industry that's been doing things the same way for decades? As we mark 3 years of OOKA, our Chief CORA Officer, Ronan Barry, reflects on the thinking behind OOKA and why AIR believed there was an opportunity to rethink the traditional shisha experience through technology, innovation and a focus on changing consumer needs.

The shisha category has a rich history, but like every industry, it continues to evolve. Changing consumer expectations, advances in technology and growing demand for new experiences are creating opportunities to rethink how the category can develop for the future. We sat down with our CEO Stuart Brazier to get his perspective on the evolution of the global shisha industry, the trends shaping its next chapter, and how AIR is helping drive progress through innovation, science and a commitment to enhancing the consumer experience. As a category leader, AIR's ambition extends beyond participating in the industry - we're helping shape what comes next.