Philip Morris Kuwait W.L.L. (PMK), an affiliate of Philip Morris International (PMI), has officially launched IQOS ILUMA i in Kuwait — marking a major milestone in its mission to move towards a smoke-free future.
The launch comes on the heels of the 10-year anniversary of IQOS, which first debuted in Nagoya, Japan in 2014 and has since become the No. 1 tobacco heating system globally.
Ross Donovan, General Manager of PMK, and Oggie Kapetanovic, President Heat-Not-Burn Platforms at PMI, have spoken at length about this innovation and how it supports Kuwait’s journey toward reduced-risk alternatives for adult smokers.
Ross Donovan told The Times Kuwait, that the launch of IQOS ILUMA i in Kuwait “is a vital step in our mission for a smoke-free, sustainable future. This is our most advanced and consumer-centric device yet. It’s not just an upgrade it’s a leap forward. We’ve listened to feedback from adult users, and IQOS ILUMA i addresses their pain points while introducing new levels of personalization and convenience.”
With the introduction of ILUMA i, he said, “we are proud to support more adult smokers in Kuwait in transitioning away from cigarettes by offering them a better, scientifically substantiated alternative.”
Oggie Kapetanovic, added, “IQOS ILUMA i is the flagship product in our portfolio of smoke-free systems. Like previous generations, it emits, on average, 95% lower levels of harmful chemicals compared to cigarettes, though it’s not risk-free.
“What sets ILUMA i apart is its bladeless SMARTCORE INDUCTION SYSTEM™, which delivers a cleaner, seamless experience. The device also features a touchscreen interface, offering quick access to usage information and innovative features such as the ‘Pause Mode’ which lets adult users pause their session and resume it at their convenience and ‘FlexPuff’ allows users to tailor the pace of their experience, creating greater flexibility and control.
Currently, IQOS ILUMA i PRIME and IQOS ILUMA i are available in Kuwait, with more variants expected later, he said.
Ross Donovan went on to say, “We’ve had a strong presence in Kuwait for over 20 years, and we see this market as a key part of our journey. Today, there are around one million adult smokers in Kuwait. Encouragingly, over 70,000 of them have already switched to smoke-free alternatives.
“With the launch of ILUMA i, we aim to support even more adult smokers in making better choices. But we cannot do this alone. It requires a collective effort — from regulators, civil society, healthcare professionals, and media—to ensure accurate information is accessible and that these products are recognized as harm-reduction tools,” he added.
When asked to elaborate on how critical is regulatory support and societal collaboration to achieving a smoke-free future in Kuwait, Ross Donovan stressed, “It’s absolutely vital. Regulatory support grounded in harm reduction is essential to making smoke-free alternatives accessible to legal-age smokers.
“We’ve seen what’s possible,” saying countries like Japan have seen smoking rates decline by 50% since the introduction of IQOS, and Sweden’s smoking prevalence is just 5%, partly due to embracing alternatives as nicotine pouches and snus.”
Donovan calls this transformation ‘a shared responsibility’. Reducing smoking rates is not something the industry can achieve alone. There is a collaborative approach involving policymakers, health experts, the media, and consumers. “Together, we can accelerate the decline in cigarette use, both in Kuwait and globally,” he added.
Speaking of the global vision for Philip Morris International with regard to smoke-free products, Oggie Kapetanovic said, “We’re more than a decade into our IQOS journey, and the progress has been substantial.
“As of Q1 2025, more than 40% of PMI’s revenue comes from smoke-free products, and we aim to increase that to two-thirds by 2030. In 25 markets, smoke-free product revenue already exceeds 50% of our total,” he disclosed.
IQOS ILUMA i, he says, is a result of years of research, innovation, and listening to adult consumers. It’s a significant step forward in delivering better alternatives, and we are committed to continuously evolving with science and feedback.
As Kuwait embraces innovation in public health and lifestyle, the arrival of IQOS ILUMA i represents more than a product launch — it’s part of a global movement toward harm reduction. With regulatory backing, informed consumers, and ongoing technological advancements, the goal of a smoke-free Kuwait is not just possible — it’s within reach, says Ross.
