HT Bureau
GUWAHATI, March 16: Speaking at the Times Group ET NOW Global Business Summit 2025, Frederic De Wilde, President of SSEA, CIS & MEA Region at Philip Morris International (PMI), stressed the importance of regulatory modernisation and scientific innovation in reducing the harm caused by tobacco use.
With India home to 300 million tobacco users, including 100 million smokers, De Wilde highlighted the need for policies that reflect scientific advancements and encourage safer alternatives for those who do not quit smoking.
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De Wilde pointed out that regulation remains the biggest challenge for any evolving industry, including the tobacco sector.
He noted that scientific and technological advancements are redefining the industry, but long-term impact can only be achieved through progressive policies that support modernisation, industry transformation, and investment-driven growth.
He argued that such an approach would also elevate India’s role in the global tobacco ecosystem.
He underscored how science-led decision-making has transformed various industries worldwide, from renewable energy to digital finance, enabling economic expansion and stronger global positioning. Drawing parallels to these industries, he urged India to adopt a similar approach for tobacco control by embracing scientifically validated alternatives.
Reflecting on PMI’s own transformation, De Wilde explained that the company began rethinking its role in the tobacco industry two decades ago, recognising that combustion is the primary cause of harm in smoking.
To address this, PMI invested $14 billion in scientific research and product innovation, hiring over 500 top scientists to develop less harmful alternatives.
Ten years ago, PMI launched these alternatives in collaboration with governments, leading to significant reductions in cigarette consumption in multiple countries.
Citing international examples, De Wilde pointed to Japan, where the introduction of alternatives has halved the combustible cigarette market.
In Rome, one in three smokers has transitioned to alternatives, while Sweden has achieved the lowest smoking rate in Europe—just 5%—with young adult smoking rates nearing zero.
He highlighted that Sweden also reports the lowest lung cancer incidence among men in the EU, demonstrating the public health benefits of regulatory modernisation.
Turning to India, De Wilde commended the country’s success in regulatory clarity across industries such as technology, finance, and infrastructure.
He suggested that India’s progressive policy frameworks, which have accelerated economic transformation, could be extended to scientifically backed tobacco control measures.
By adopting a structured regulatory approach, he argued, India could set a global benchmark for policy development and trade.
PMI, he said, is eager to work with Indian policymakers to align scientific innovations with regulatory priorities.
While many countries have implemented structured policies for new tobacco product categories, India has an opportunity to lead the way in responsible industry evolution.
De Wilde emphasised the potential for government-industry collaboration to drive positive change, benefiting both public health and economic growth.
Proposing a redefined tobacco control strategy for India, De Wilde advocated for a blend of science-driven policies and sustainable regulations that ensure access to harm-reduction alternatives.
With millions of lives at stake, he emphasized that such an approach could significantly strengthen public health efforts.
Beyond policy modernisation, De Wilde reiterated PMI’s commitment to sustainability, particularly in agriculture and farmer empowerment.
India, as one of the world’s largest tobacco producers, relies on tobacco farming for thousands of livelihoods.
He emphasised the need for sustainable practices and introduced PMI’s Good Agricultural Practices (GAP) initiative, which aims to equip farmers with advanced technology, training, and resources to enhance productivity while minimising environmental impact.
With the right regulatory framework, De Wilde asserted, industries can evolve responsibly, economies can grow sustainably, and trade partnerships can flourish.
He concluded by stating that India is uniquely positioned to lead this transformation, creating a policy and investment landscape that benefits businesses, consumers, and the global economy.
