With 300 million tobacco users, of which 100 million are smokers, science backed policies & innovative solutions will help improve public health NEW DELHI, March 13, 2025 /PRNewswire/ -- Speaking at the Times Group ET NOW Global Business Summit (GBS) 2025, Frederic De Wilde, President SSEA, CIS & MEA Region, Philip Morris International (PMI), underscored the need for changes in regulation and scientific innovation to introduce less harmful alternatives for people who don't quit smoking. "The number one challenge for any evolving industry is regulation. We are witnessing a global transformation in the tobacco sector, and science and technology are redefining the way this industry operates. However, to create long-term impact, the industry needs policies that reflect modern realities and innovation. This would also encourage modernization, industry transformation, and investment-driven growth, for the entire tobacco ecosystem, thereby making India a significant partner worldwide," said De Wilde.

Addressing the gathering, De Wilde highlighted how science-led decision-making and regulations transform the sector & open new economic opportunities. He emphasized that across various industries—from renewable energy to digital finance—countries that have modernized regulatory frameworks have seen faster economic growth and stronger global positioning.

Reflecting on PMI's transformation, De Wilde, said, "20 years ago, the company began rethinking its role in the tobacco industry, recognizing that consumer needs and scientific advancements demanded a shift. We soon recognized that combustion is the primary cause of harm in smoking and focused our research and innovation on eliminating it. We have invested $14 billion in science, research, and commercial efforts to advance innovation and raise awareness about less harmful alternatives. We hired over 500 top scientists, and built a strong research foundation to ensure the solutions we introduced were supported by credible data and transparent methodologies. Ten years ago, we launched these alternatives in partnership with governments worldwide. The results? In many countries, cigarette consumption is steadily declining, with alternatives taking their place." De Wilde emphasised how regulatory modernization in parts of Europe and Asia has led to a decline in smoking incidence.

"In Japan, the introduction of alternatives has cut the combustible cigarette market in half. In Rome, one in three smokers has transitioned to alternatives, signalling a major behavioural shift. Sweden leads Europe with the lowest smoking rate at just 5%, with smoking among young adults nearly non-existent. From a health perspective, Sweden also reports the lowest lung cancer incidence among men in the EU, showcasing the positive impact of regulatory modernization and access to alternatives." Focusing on India's regulatory and economic landscape, De Wilde praised its policy-driven growth in technology, finance, and infrastructure. He emphasized that India's success in regulatory clarity has driven investment, fostered innovation, and strengthened trade partnerships.

"India has been a pioneer in regulatory modernization across industries. From renewable energy to digital payments, progressive policy frameworks have accelerated economic transformation. The next step is ensuring that scientifically validated industries can also contribute to this progress." De Wilde acknowledged that PMI wishes to actively engage with policymakers in India to build an understanding of how science-backed innovations can align with regulatory priorities and improve the country's tobacco control outcomes. He noted that while several countries have adopted a structured regulatory approach to new product categories, India has the opportunity to create a global benchmark for progressive trade and policy development.

"We have seen successful government-industry partnerships globally, where scientific advancements and regulatory policies have worked together to drive positive change. We are eager to contribute to this conversation, working collaboratively with stakeholders to benefit the economy." He further said that India should look at adopting a redefined Tobacco Control strategy, "One that blends science-driven policies, along with a sustainable regulatory framework so that alternatives are available. With 300 million tobacco users, including 100 million smokers, a redefined approach can strengthen public health efforts and help save millions of lives." Beyond regulatory modernization, De Wilde emphasized PMI's commitment to sustainability, with a strong focus on agriculture and farmer empowerment. "India is one of the top tobacco growing countries in the world.Tobacco farming remains vital for thousands of families, and supporting farmers through sustainable practices is essential for long-term agricultural stability. We wish to implement our Good Agricultural Practices (GAP) initiative and provide farmers with technology, training, and resources to improve productivity while minimizing environmental impact." With the right policies, industries can evolve responsibly, economies can grow sustainably, and trade partnerships can thrive. India is uniquely positioned to lead this transformation, creating a regulatory and investment landscape that benefits businesses, consumers, and the global trade ecosystem.

About Times Group ET NOW GBS The Times Group ET NOW GBS stands as a distinguished platform that has in the past hosted an illustrious array of personalities, both from India and around the world. This distinguished list includes luminaries such as Prime Minister Narendra Modi, the visionary Bill Gates from Microsoft, Brian Chesky of Airbnb, Arianna Huffington from Huffington Post Media Group, Dara Khosrowshahi, the leader of Uber, Reed Hastings representing Netflix, the innovative Steve Wozniak from Apple, renowned venture capitalist Guy Kawasaki, Anshula Kant from the World Bank Group, iconic actor Shah Rukh Khan, and the esteemed Economist and Nobel Laureate Paul Krugman, among other influential figures. The summit continues to be a nexus of unparalleled insights and global perspectives, bringing together the brightest minds to shape the future of business and innovation.

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