Elevating Lives & Pioneering Sustainable Alternatives
Elevating Lives & Pioneering Sustainable Alternatives
Our story
Badael means "Alternatives" in Arabic
Badael means "Alternatives" in Arabic
Born from a vision to enhance quality of life through innovative and sustainable solutions. Established by the Public Investment Fund (PIF), we are driven by a commitment to wellbeing and sustainability. Our journey is fueled by a passion to offer alternatives that not only improve health and wellbeing but also positively impact the environment.
Our mission
Our mission is to provide less harmful alternatives that enhance the quality of life and promote sustainability.
Our mission is to provide less harmful alternatives that enhance the quality of life and promote sustainability.
Fight smoke!
Create local opportunities
Enable health care spend savings
Drive sustainability
Support economic diversification
Our strategy is
aligned with
Our strategy is aligned with
Our values
ExcellenceQualityInnovationPro CommunityPerformanceDiversity
ExcellenceQualityInnovationPro CommunityPerformanceDiversity
Our vision
Provide smokers a better life
To be a global leader in health, wellbeing, and sustainability, enhancing lives with innovative solutions.
Our impact
We innovate
for a healthier
future
We innovate for a healthier future
GOAL
Our goal is to have 1 million switchers by 2028
Our leadership
At Badael, we are committed to transparency and integrity. We believe in the power of collaboration and innovation to create a healthier, more sustainable world. Together, we are transforming lives and promoting well-being through our initiatives and products, helping everyone live better today.
Tolga Sezer
Chief Executive Officer
Robert Saad
Chief Finance Officer
Fahad Alghshayan
Chief Supply Chain Officer
Atheer albinali
Chief Legal Officer
Mahmoud Sayed Ahmed
Chief Marketing Officer
Aseil Khalil
Chief Human Capital Officer
Mete Yuksel
Chief Technology Officer
Nawaf Almushaity
Chief Governance, Risk and Compliance Officer
Ratko Kupresak
Chief Commercial Officer
A Saudi company
A Global Mindset
On our journey to make a meaningful impact and shape a better future for all.
Join the cause !
Support our vision for a smoke-free Arabia by signing the pledge. Together, we can make a significant impact on the health and well-being of our community.
Sign the pledge and join more than 23200 people.
You are the 23219th pledger for a smoke-free Arabia.