Why NORIA

Industrial companies face increasingly complex decisions at the intersection of energy performance, cost, and decarbonization. These decisions involve multiple energy vectors, irreversible capital investments, and long-term operational consequences, all under growing uncertainty.
NORIA was created to turn this complexity into clear, robust, and actionable decisions – enabling industries to move forward with confidence.

About NORIA

NORIA is a data-driven, system-level decision and optimization engine for industrial energy systems, with a strong focus on industrial heat. We operate at the critical interface between strategic targets and industrial reality, translating ambitions into optimized systems that can be invested in and operated with confidence. NORIA is based in France and operates across Europe, the Middle East and Africa.

Our role is to support decisions across the full lifecycle: from early concepts and option screening, to secure investment-grade decision-making, and through to operational optimization once assets are deployed. By combining advanced system modeling, optimization algorithms, and deep industrial understanding, NORIA enables clients to quantify trade-offs between CAPEX, OPEX, CO₂ performance, and operational robustness – before committing to long-term assets.

Through collaborations with leading industrial groups, NORIA has contributed to projects worth over €10 million in implemented systems, and has supported more than €20 million in investment decisions across multiple industrial sites.

Mission

To enable industrial companies to make better energy and decarbonization decisions by transforming complex industrial systems into transparent, optimized, and investment-ready solutions.

Vision

To be the trusted decision and optimization partner for industries operating under energy price volatility, CO₂ constraints, and long-term asset commitments – shaping the next generation of intelligent, high-performance industrial energy systems.

Our Team

NORIA is driven by an agile, interdisciplinary team combining industrial engineering, energy systems expertise, and data science.

We bring together:

Deep understanding of industrial processes and on-site constraints,
Advanced system modeling and optimization capabilities,
Pragmatic experience translating analysis into real investment and operational decisions.

Our team works closely with clients and partners from concept to operation, ensuring that solutions are not only technically sound, but also economically viable, scalable, and aligned with business objectives.

Founders

NORIA was founded by experts in industrial energy systems, optimization, and applied research, united by a shared conviction:

Industrial optimization is not a technology problem – it is a decision problem.

This conviction shapes everything we build at NORIA.

Founder

Dr. Ibrahim Al Asmi

An industrial energy transition specialist holding a PhD in multi-energy optimization, with a strong combination of scientific expertise, entrepreneurial leadership, and on-field project experience.

He has developed advanced optimization and AI-driven algorithms applied to both prototypes and industrial-scale systems, and previously served as Technical Director of a startup specializing in thermal storage, electrification, and waste-heat recovery.

As co-founder of NORIA, he now drives industrial energy transformation by uniting deep technical knowledge, digital innovation, and pragmatic, economically viable implementation.

Director of Business Development

Dr. Charif Sada

A strategic communications expert and business development professional with 10 years of experience designing and securing high-impact programmes across the MENA region.

He combines research, strategic communications, and partnership development to drive growth and build strategic alliances for technology and industrial innovation initiatives.

His background bridges academic rigour (PhD in Cognitive Science & Digital Technology) with practical strategy, stakeholder engagement, and commercial development. As Co-Founder and Director of Business Development at NORIA, he focuses on shaping partnerships that enable intelligent, efficient, and future-ready industrial systems.