PIF establishes Badael firm to reduce smoking in Saudi Arabia

Logo of Badael Co.

The Public Investment Fund (PIF) announced establishing Badael Co., in line with the World Health Organization (WHO) World No Tobacco Day on May 31.

The new firm aims to eliminate smoking through the production and distribution of innovative, tobacco-free and less harmful products and promote a healthier lifestyle in the Kingdom, aligning with Vision 2030.

The company’s products are expected to help nearly one million people switch from smoking by 2032, or approximately 25% of all smokers in Saudi Arabia. This will save more than SAR 6 billion per annum from healthcare expenditure by 2032.

Badael will also aim to deliver on PIF’s localization mandate by supporting domestic manufacturing, sourcing raw materials, knowledge transfer and development of intellectual property (IP).

PIF said the firm plans to launch its tobacco-free nicotine products across Saudi Arabia by the year end, with the aim of expanding presence to regional and international markets in the longer term.

The company’s products will be manufactured in Saudi Arabia, ensuring the highest level of product quality and safety through best-in-class practices.

Further, Badael aims to provide new economic opportunities as well as jobs, working in partnership with the local private sector and global partners.

Badael’s vision is to curb smoking and deliver on PIF’s strategy to improve the quality of life. It comes as part of Saudi Arabia’s efforts to diversify economy, localize manufacturing, drive economic transformation, and provide job opportunities.

Since 2017, PIF established 77 local companies and participated in offering more than 500,000 direct and indirect job opportunities.