By Sikelela Dlamini
Switzerland-based global tobacco company Philip Morris International (PMI) delivered a compelling message at a recent innovation summit in Cape Town: the future belongs to businesses that innovate boldly, prioritize public well-being, and embrace regulatory foresight.
PMI, historically known as a cigarette manufacturer, has invested over E249 billion in research and development (R&D) to transition toward smoke-free products.
The company’s radical pivot is reshaping global perceptions around consumer health, a blueprint that Eswatini’s emerging startup ecosystem can learn from.
At the event, PMI’s Tommaso Di Giovanni highlighted how disruption has always faced resistance before becoming transformative.
“Disruption is never easy. The car, the PC, the vaccine—none were embraced overnight. But they redefined life. So will smoke-free tech,” he said.
PMI’s ongoing success in South Africa illustrates the potential of science-driven innovation. The company has sold over one million cans of its smoke-free nicotine pouches and is seeing rapid growth in the use of its flagship IQOS device, which heats rather than burns tobacco.
Their model combines scientific credibility, local partnerships, and clear public health positioning.
Eswatini’s budding ecosystem in fintech, agri-tech, and even local food processing can borrow this model to innovate, educate, and align with policy.
This sentiment was echoed by Senzo Malaza, Senior Communications Officer at the Royal Science and Technology Park (RSTP), who emphasized the importance of building startups that serve humanity and the environment.
He said they always encourage local start-ups and innovators that their solutions should not just be businesses but also take care of the important aspects of humankind.
“This, therefore, includes them ensuring that the environment is taken care of. That is why we partner with entities such as UNDP and others who look at Sustainable Development Goals (SDGs). We are happy that EmaSwati are very innovative across all our priority sectors, which include ICT, Biotechnology, Food and Agriculture, among others,” he said.
Malaza said they are certain that in the not-so-distant future, not only will their start-ups be partnering with their peers from other countries or even big corporates, but they will be exporting homegrown solutions.