AIR Global's RDD Lab Aims To Revolutionize Shisha Experience With Cutting-Edge Technology

In the UAE, shisha has become is an accepted norm, blending tradition with modern lifestyle. The practice of smoking shisha, also known as 'hookah,' is deeply rooted in the local culture, providing moments of relaxation and social interaction. The surge in popularity can be attributed to various factors including cultural significance and the evolving preferences of younger generations seeking novel experiences. The social aspect of shisha smoking also plays a crucial role in its widespread acceptance and enjoyment

Recent research highlights a notable decline in cigarette smoking and a significant rise in shisha users over the past year across several countries, including the USA, Germany, Spain, Saudi Arabia, UAE, and Iraq. This shift indicates a growing preference for alternative smoking options.

The study conducted by Advanced Inhalation Rituals (AIR Global) in March 2024 reveals that cigarette smoking has decreased by 21%, suggesting a move towards other forms of smoking. This trend aligns with an increasing interest in shisha. In 2023 alone, there was an average of 18.5% new shisha users, contributing to the overall number of shisha enthusiasts reaching 20.8 million.

This upward trend is expected to continue, with projections indicating that the number of shisha users will grow to 24.6 million by 2024, marking an 18.27% increase. By 2026, the number is anticipated to reach 32.3 million, reflecting a substantial rise of 55.28% from current figures.

The global market for shisha is currently valued at $19 billion and is forecasted to expand to $22 billion by 2026. This growth is driven by an increasing demand for more innovative and cleaner shisha products.

AIR Global, a leader in shisha and inhalation, has inaugurated its new Research, Design, and Development (RDD) Lab. This initiative is supported by an investment of Dh100 million. The lab aims to foster continuous innovation in the shisha industry and enhance Dubai and the UAE's global standing in technological advancements.

The RDD Lab will focus on developing new inhalation products, building on the success of OOKA, the world's first charcoal-free, pod-based shisha device. OOKA has revolutionised the market by offering a cleaner alternative to traditional shisha. To date, it has facilitated hundreds of thousands of charcoal-free sessions and contributes approximately 30% of AIR's revenue in the UAE.

The lab features newly designed laboratories and purpose-built workshops aimed at accelerating AIR's long-term vision of making the UAE a future technology hub. New products are currently in early testing phases with plans for a 2025 launch. The facility will also hire expert tech talent to drive these innovations forward.

Paul Dawson, Chief Product Officer at AIR Global, expressed his enthusiasm for the project: "I have always drawn personal inspiration in my career from the power of technology – to create entirely new industries, disrupt existing sectors and develop products that no-one else has thought of."

"And it's this exact mindset and ethos that we will achieve through the RDD Lab. With an aspirational team from around the world and cutting-edge technology at our fingertips, we'll be creating new prototypes and combining them with our existing range of products to fundamentally change how people experience shisha. It's an exciting time to be part of such a talented team that will drive forward innovation," Dawson added.

Global Expansion Plans

The RDD Lab underscores AIR's commitment to research and development, aiming to improve lives through technology and environmental sustainability. The lab's team comprises 26 individuals from 19 different nationalities, maintaining a balanced gender ratio. This diverse team is dedicated to health-conscious innovation.

Ronan Barry, Chief Legal and Corporate Officer at AIR Global, highlighted the company's growth trajectory: "The business is embarking on the next phase in its growth journey at an incredibly exciting time, where consumers are showing appetite for more eco-conscious, reduced risk shisha experiences."

"The RDD lab will not only create new products that puts sustainability, science and technology at the forefront but enable us to break ground into new global regions," Barry continued. He also noted that OOKA's recent launch in Germany marked a significant milestone as AIR aims to introduce new inhalation experiences to European markets.