Achieving a smoke-free future through innovation and technology.

The Public Investment Fund (“PIF”) has established the company Badael to develop, produce and distribute innovative new consumer products that aim to reduce smoking rates and encourage people to live a smoke-free life by offering tobacco-free alternatives. PIF’s investment will help address the significant impact that smoking currently has on the health of the Saudi population and contribute to help nearly one million people locally switch from smoking by 2032. In addition, the initiative also supports local manufacturing capabilities and generates employment opportunities, all while upholding the highest standards of quality and ethical conduct. PIF's commitment to this innovative approach demonstrates its dedication to improving the well-being of individuals and society as a whole.

Saudi Arabia currently hosts an estimated three million smokers, or over 11.6% of the population. This can lead to a variety of health issues, including lung cancer, respiratory infections, and heart disease. Despite efforts to reduce tobacco use, the prevalence of smoking remains high, prompting new initiatives like Badael to promote tobacco-free alternatives to traditional smoking. By addressing this critical public health issue, we can work towards an improved quality of life and healthier lifestyles across the nation.

Badael envisions a future where smoking behavior is changed through the provision of reduced-risk alternatives with minimal potential for abuse, while promoting a smoke-free agenda. Badael aims to establish a strong foothold in Saudi Arabia and become a global leader in tobacco-free alternatives. The initiative is aligned with PIF’s strategy to develop the Saudi healthcare sector by unlocking the sector’s capabilities along the value chain – driving innovation, tech transfer and local expertise while prioritizing public health and safety.