Dubai, United Arab Emirates – Philip Morris Management Services (Middle East) Limited, the regional office of Philip Morris International, Inc. (PMI), announced the appointment of Richa Rustagi as Managing Director for the Lower Gulf and Iraq region.

Richa is a prominent leader with over 15 years of experience in marketing, business operations management, and digital transformation. Since joining Philip Morris International in 2009, she has held several key positions in Switzerland and the Middle East, including Director of the Combustibles Division and Director of Commercial Strategy for the Middle East, Africa, and Duty Free Region.

Commenting on the appointment, Anjer Dabrowski, Vice President, Middle East and North Africa, PMI, said: “Richia has played a pivotal role in driving PMI’s transformation in the region, bringing with her extensive experience and a proven track record of success in driving growth and innovation across multiple markets. She has been instrumental in the launch of IQOS in the GCC since 2019, which marked PMI’s first smoke-free product in the UAE, providing adult smokers with a less harmful alternative to continuing to smoke. With her experience in developing market entry strategies and implementing impactful consumer initiatives, both here in the Middle East and beyond, we are confident in her ability to lead the next phase of innovation and growth in the Lower Gulf and Iraq.”

Richa Rustagi said, “I am delighted to take on this leadership role and look forward to building on Philip Morris’s success in accelerating a smoke-free future in the region. With over 9 million smokers in the Middle East, it is essential that those who have not quit have access to smoke-free alternatives, supported by scientific evidence and accurate information. With the growth and opportunities we are witnessing in the Lower Gulf and Iraq, it is clear that these markets will play a pivotal role in accelerating the global transition to a smoke-free future for the benefit of society.”

It's worth noting that since 2008, Philip Morris International has invested more than $14 billion in developing and marketing innovative, scientifically proven smoke-free products for adults who would otherwise continue to smoke, with the goal of ending cigarette sales altogether.

Philip Morris International: A Global Leader for a Smoke-Free World

Philip Morris International (PMI) is a leading global consumer products company actively working to enable a smoke-free future and is expanding its long-term product portfolio beyond tobacco and nicotine. The company's current product portfolio primarily consists of cigarettes and smoke-free products, including heated tobacco products, nicotine pouches, and e-cigarettes.

As of December 31, 2024, PMI's smoke-free products were available for sale in 95 markets, and the company estimates that 38.6 million adults worldwide use its smoke-free products. PMI's smoke-free products accounted for 42% of the company's total net revenues as of the first quarter of 2025. Since 2008, PMI has invested more than US$14 billion to develop and commercialize innovative, scientifically substantiated smoke-free products for adults who would otherwise continue to smoke, with the goal of ending the sale of cigarettes entirely. This includes building world-class scientific evaluation capabilities, particularly in the areas of preclinical toxicology, clinical and behavioral research, as well as post-market studies.

Following a rigorous scientific review, the U.S. Food and Drug Administration (FDA) authorized the marketing of Swedish Match 's General Snus , ZYN nicotine pouches, and IQOS device versions and consumables from Philip Morris International (PMI)—the first authorizations of their kind ever in their respective categories. IQOS device versions, consumables, and General Snus also received the FDA's first-ever approval for a modified risk tobacco product. Building on the company's strong foundation and extensive life science expertise, PMI has significant future ambitions to expand into wellness and healthcare, aiming to enhance lives through seamless health experiences.

The terms “ PMI ,” “we,” and “us” refer to Philip Morris International and its subsidiaries. For more information, please visit www.pmiscience.com or www.pmi.com .

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