Mazaya's Rawan Elayyan shares the brand's differentiation strategy based on diverse flavor and premium positioning
Elayyan discusses plans to amplify the shisha company’s differentiation, while detailing her vision for building lasting consumer connections
Mazaya’s travel retail division is charting an ambitious course for expansion, building on its position as a top-three global shisha molasses brand with over 150 flavors and a growing footprint across major international airports and border stores. Since its launch in 2010, the brand has established itself as a premium player in the channel through strategic market expansion and innovative product offerings. Its aggressive post-pandemic growth marked by new listings in Riyadh, Casablanca, Greece, Turkey and India has driven significant revenue gains, according to industry reports.
Head of Travel Retail Rawan Elayyan succinctly describes her vision for Mazaya as, “To expand Mazaya’s presence in the travel retail channel by offering a distinctive experience that blends innovation and premium quality at every touchpoint while building lasting connections with consumers and establishing Mazaya as the category leader.”
Strategic priorities
Elayyan’s leadership approach balances current operational needs with long-term market positioning as Mazaya continues its global expansion across multiple regions and channels.
“My immediate priorities will be to strengthen partnerships with key travel retail operators, enhance Mazaya’s brand visibility across strategic locations and tailor our product offering to meet the evolving preferences of international travelers,” she explains. “All while laying the groundwork for sustainable and long-term growth.”
The brand’s differentiation strategy emphasizes its premium positioning and diverse flavor portfolio. Mazaya has built its reputation on contemporary brand imaging and innovative products, with flavor innovations including Two Apples Masri, Love and Pan Raas, alongside the successful Caviar Drops flavor booster line that continues to drive gift-with-purchase campaigns.
She explains, “I plan to amplify our differentiation in the travel retail channel through a multi-faceted approach, by highlighting Mazaya’s premium quality, contemporary brand image and diverse flavor portfolio.”
The strategy includes what she describes as "curated brand activations that speak to modern consumer lifestyles", "standout in-store visibility that captures attention in high-traffic zones," and "exclusive product offerings tailored specifically for the travel retail audience.”
“Our goal is to not only engage global travelers but to elevate the perception of the shisha category within this dynamic retail space,” she notes.
Market intelligence
Understanding consumer preferences remains central to Mazaya’s strategy as the brand expands regionally. Elayyan emphasizes the importance of data-driven decision making and trend monitoring to maintain Mazaya’s competitive edge.
“Prioritizing ongoing market research, close monitoring of travel retail dynamics and active engagement with consumers through brand ambassadors,” she lists as her areas of concentration to stay ahead of the curve. “Leveraging data insights and collaborating with trendsetters in lifestyle and flavor innovation will enable us to anticipate and quickly respond to evolving preferences, ensuring Mazaya remains relevant and desirable.”
The brand’s innovation pipeline includes plans for what Elayyan describes as “exclusive traveler-focused product lines and immersive in-store experiences that engage multiple senses.” However, she acknowledges the regulatory complexities facing tobacco companies in implementing digital marketing strategies.
“While leveraging digital technologies for personalized marketing and seamless omnichannel integration is an important part of our vision, we recognize that, as a tobacco company, regulatory restrictions may require this to be a longer-term, carefully phased strategy,” she says.
Team development
Elayyan's leadership philosophy centers on building teams that can quickly navigate the complexities of international markets while maintaining focus on consumer needs and brand excellence.
"I plan to cultivate a high-performing team by fostering a culture of agility, collaboration and accountability," she explains. "Empowering team members to think creatively and stay consumer-focused in a fast-paced environment." Elayyan's leadership philosophy centers on building teams that can navigate the complexities of international markets while maintaining focus on consumer needs and brand excellence.
"I plan to cultivate a high-performing team by fostering a culture of agility, collaboration and accountability," she explains. "Empowering team members to think creatively and stay consumer-focused in a fast-paced environment.
“Continuous learning, open communication, and clear alignment on goals will be key to ensuring we not only adapt to the ever-changing travel retail landscape but lead within it,” she adds.
Beyond immediate operational priorities, Elayyan’s strategic vision encompasses broader market expansion opportunities. The brand has demonstrated particular strength in its gift-with-purchase campaigns and premium product positioning, elements that have contributed to its recognition as a leading player in the global shisha category.
