AIR Global Plc engages in the provision of branded flavored molasses (commonly known as "hookah", "shisha" or "mu'assel"), a tobacco-based mixture that is commonly around 15% to 25% tobacco by weight and typically inhaled via a water pipe. It operates through the following segments: Core-Americas, Core-Europe, Core-Middle East, Africa, and Asia (MEAA), and New Growth Categories. The Core-Americas segment Includes the production and sale of traditional shisha tobacco and other non-New Growth Categories ("non-NGC") brands, distributed in the Americas through wholesale, retail, and direct-to-consumer channels. The Core-Europe segment refers to the production and sale of traditional shisha tobacco under the Al Fakher and other non-NGC brands, distributed throughout Europe through wholesale, retail, and direct-to-consumer channels. The Core-Middle East, Africa, and Asia segment focuses on the the production and sale of traditional shisha tobacco under the Al Fakher and other non-NGC brands, distributed throughout the Middle East through wholesale, retail, and direct-to-consumer channels. The New Growth Categories segment covers the Group's offering under the OOKA brand (including proprietary devices and related consumables), modern oral nicotine pouches, and both nicotine and non-nicotine inhalation devices under the VANT and Crown Switch brands. The company was founded on October 28, 2025 and is headquartered in Dubai, United Arab Emirates.