Badael, which means ‘alternatives’ in Arabic, is a newly founded company owned by the Public Investment Fund. Badael's primary objective is to improve the quality of life and help curb smoking rates in Saudi Arabia by developing innovative reduced-risk alternatives for smokers.  Badael aims to play a complementary but important role in promoting a smoke-free Saudi Arabia by replacing combustible and other tobacco products, so that smokers and people around them can enjoy the benefits of a healthier lifestyle.