Badael Company

Established in 2023
Saudi Arabia

Badael, which means ‘alternatives’ in Arabic, is a new investment by Saudi Arabia’s sovereign fund, the Public Investment Fund. Badael has been founded to help curb the smoking rates in the Kingdom. Through its unrivalled quality standards and investment in research and development, Badael will continue to deliver innovative products to curb smoking, improve the quality of life for smokers and reduce the burden of smoking related non-communicable diseases.