We spoke with Yalla’s CEO Umran Khan about the brands exciting new horizons.
Can you tell us a bit about your background and what inspired you to get into the vape industry?
I have a sports management company and I’m also a vaper.
As a former smoker, I personally experienced how effective vaping can be in helping people quit smoking.
I noticed that the vape products available in Dubai were quite ordinary and lacked the uniqueness you’d expect in a city known for its style and vibrant lifestyle.
During a trip to the UK, I came across some incredibly innovative designs, which made me question why Dubai didn’t have access to similar products.
That realisation sparked my interest in the industry and inspired me to launch Yalla, bringing something fresh and exciting to the Middle Eastern market.
What was the initial vision behind launching your vape brand?
Before I launched Yalla, I was just a one-man band with an idea and a vision. My vision was to create a vape brand that truly represented the Middle East—a brand we could proudly call our own.
I wanted it to reflect the region’s rich culture, vibrant society, and growing success while offering something unique and innovative in the market.
Can you share the story behind the brand name and its significance?
When I was searching for the perfect brand name, my first choice was actually ‘Habibi,’ but I wasn’t able to secure the rights.
I then ended up choosing ‘Yalla,’ a word commonly used in everyday conversations that carries different meanings depending on the context. Most importantly, Yalla is more than just a word—it’s a motivating call to action, encouraging people to take the next step.
Our brand embodies this ethos of action, especially when it comes to quitting smoking, which requires commitment and determination.
We want to inspire people to choose Yalla, quit smoking, and embrace healthier life choices. More than just a nicotine alternative, Yalla represents a lifestyle that has resonated with people across different countries and cultures.
What challenges did you face in the early days of starting your business, and how did you overcome them?
In the early days, I faced several challenges. Being a one-man show, I made 13 trips to China to network and convince our Chinese partners to believe in our brand and vision.
It took time, but I managed to build strong relationships in China. Despite the challenges in the industry, I tackled them head-on.
Can you tell us about a pivotal moment or bold decision that helped Yalla gain recognition and grow into an international brand?
At the MENA Vape Awards 18 months ago, I didn’t have a product in the market. However, I took a risk by placing gift boxes with product samples at every table.
The night before the event, I spent all night packing these boxes with the Vapouround team in 35-degree heat and no air conditioning to ensure everything was ready on time.
It was a challenge, but the payoff was incredible, the feedback we received sparked curiosity about Yalla. This risk paid off. I remember thinking to myself, ‘Next year, I want to be on that stage accepting an award.’
Fast forward to today, I have multiple products in the market and won three awards at the MENA Vape Awards the following year.
It has been an eventful year. My team has grown, and Yalla has expanded into different regions, making it a truly international brand.
It has been a year of exponential growth, and my goal is to further expand the brand to more geographical regions.
What is the core mission of your brand?
The core mission of Yalla is to help people quit smoking by offering a range of alternative nicotine delivery products.
I don’t see Yalla as just a vape brand, but rather as an alternative nicotine solutions provider.
As a team, we’re constantly exploring innovative ways to support people in their journey to quit smoking, including options like pouches, gum, and nicotine strips.
We’re also in the process of developing an exciting new product, though we can’t reveal too much just yet.
What steps did you take to bring your vision for Yalla to life?
I was determined to invest in my vision for this brand and had a clear strategy that I stuck to.
Before launching any products, I travelled extensively to various trade shows around the world to build connections and partnerships while gaining valuable insights into the vape industry.
I recognised the hard work and dedication required to create a successful brand, and I committed myself to executing this vision at every opportunity.
What accomplishment are you most proud of since starting Yalla?
I’m most proud of the fact that Yalla has been accepted here in the Middle East and that the brand has entered into new markets.
It’s been a struggle and a lot of hard work, but we are growing and it’s a huge accomplishment.
As someone who has just entered the industry, I’ve learned a lot from my industry peers and the people I’ve met in China, the UK, and the USA.
Getting compliments from these people has been a big self-confidence boost to me because I look up to them.
How has Yalla’s approach to innovation and adapting to different markets contributed to the brand’s international success?
We are always innovating and adapting to what’s happening in other markets, tailoring our products for our market here.
Interestingly, much of what we’ve tailored for the Middle East market has crossed geographical boundaries, as we have recently launched in South Africa, Pakistan, Bahrain, Jordan, and the UK.
This demonstrates the crossover appeal of our premium quality brand, featuring innovative flavours and style.
Tell us a bit about your launch into the UK market?
We are thrilled to be the first Middle Eastern brand to enter the UK vape market, it’s a historic moment for us!
In October, we’re launching two exclusive pod systems, Aura and Velor, along with our Nicotine Pouches, NicGum, and Luxuria e-liquid range. These products showcase some of our best work, and we can’t wait to share them with vapers in the UK.
For those just discovering your brand, what would you want them to know about you and your vision?
We started from the ground up with a small but dedicated team, and we take great pride in doing everything to the highest standard—from rigorous product testing to precision manufacturing.
Our goal is to keep innovating, continuously improving, and staying ahead in style. We’re deeply passionate about our brand vision and ensuring our products stand out in the market.
It’s been flattering to see some of the larger brands imitate our colour scheme in their products, as it’s a clear sign that we’re setting trends within the industry.
Are there any exciting new products or developments that you can share with us?
Yes, we have an exciting project in the works but unfortunately, I can’t give too much away yet. We’re collaborating with one of the largest pod system manufacturers on a new device set to launch later this year.
It’s a great honour that they contacted us to do a collaboration and to be working with them, and we’re putting the finishing touches on a fantastic device which will be Yalla x100.
We’re confident it will turn heads, and we can’t wait to bring it to the market.
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