In a significant move towards achieving a smoke-free future, Philip Morris International (PMI) has inaugurated its first IQOS store in Thimphu, Bhutan. The opening of the store aligns with Bhutan’s commitment to happiness and wellbeing, aiming to provide smoke-free alternatives to adult smokers seeking to quit traditional cigarettes.

Key Features – IQOS ILUMA:

• Utilizes Heated Tobacco Product technology.
• Heats tobacco instead of burning it.
• Emits an average of 95 percent lower levels of harmful chemicals compared to conventional cigarettes.

The store offers a range of IQOS smoke-free devices and heat sticks. Visitors can experience in-store demonstrations highlighting the innovation and science behind these products. Despite existing restrictions on tobacco in Bhutan, the nation has not witnessed a significant decline in tobacco consumption. PMI’s introduction of smoke-free alternatives aims to complement the government’s efforts to reduce smoking incidents.

Commenting on the store opening, Dasho Palden Thinley, President of Druk International Tobacco (authorized importer and distributor of IQOS products in Bhutan), expressed excitement about the partnership with PMI. He stated, “This is not just another option; it is a paradigm shift that redefines our approach to tobacco. Bhutan has always been a trailblazer in embracing progressive ideals, and today we extend an invitation to step into this vision – where the country becomes the pioneer, the vanguard of a smoke-free world.”

Dasho Palden Thinley emphasized the importance of science and technology, combined with a collaborative effort between private and public sectors, to pave the way for progressive policies that encourage individuals to make healthier choices.

Speaking on the occasion, Liviu Petru Vornicu, General Manager, Future Growth Markets, PMI, stated, “The opening of our first IQOS store is a significant step towards achieving a smoke-free Bhutan. Innovation & pragmatic disruption is foundational to societal evolution- an opportunity to create favorable social-economic impact.”

IQOS, authorized by the U.S. Food and Drug Administration (FDA) as a Modified Risk Tobacco Product (MRTP) with reduced exposure information, offers an alternative to traditional smoking. By heating tobacco instead of burning it, IQOS generates a tobacco vapor with 95% fewer harmful chemicals than cigarettes.

Since 2016, PMI has invested over USD 10.5 billion in research, development, and commercialization of smoke-free products, demonstrating its commitment to moving away from traditional cigarettes. The company continues to expand its IQOS portfolio, currently available in 82 countries worldwide.

Philip Morris International envisions a smoke-free future and is actively working to evolve its portfolio-focusing on products that contribute to public health and societal well-being.