About us

British American Tobacco Zimbabwe (Holdings) Limited ('’BAT Zimbabwe'’) is the leading tobacco manufacturer in Zimbabwe by market share. BAT Zimbabwe is part of the British American Tobacco Group of Companies (“BAT”) and has been operating in Zimbabwe for over 80 years.

BAT is a leading, multi-category consumer goods business. Founded in 1902, today the Group is a truly global company –it employs more than 53,000 people worldwide, operates in over 180 markets and has factories in more than 40 countries.

The Group’s global business is divided into four regions and covers over 150 million consumers and 11 million retail points of sale, with a balanced presence in both high-growth emerging markets and developed markets.

BAT’s portfolio comprises combustible tobacco products, such as cigarettes, alongside a range of non-combustible products. These include New Categories of potentially reduced-risk products –vapour and tobacco heating products and modern oral products, including tobacco-free nicotine pouches –as well as traditional oral products, such as snus and moist snuff.

The Group’s headquarters are in London and the company is listed on the London Stock Exchange. In 2019, the Group generated revenue of £25.8 billion and profit from operations of more than £9 billion.

British American Tobacco Zimbabwe (Holdings) Limited (“BAT Zimbabwe”) is a company incorporated in terms of the laws of Zimbabwe and listed on the Zimbabwe Stock Exchange. BAT Zimbabwe manufactures and supplies cigarettes to approximately 6,600 retailers and wholesalers, who in turn service thousands of informal traders across the country .

Our strategy

Our strategy enables our business to deliver growth today, while continuing to invest in our future. Tobacco remains at the core of our business and will continue to provide us with opportunities for growth.

Our purpose and strategy

Our mission

Stimulating the senses of new adult generations

Today, we see opportunities to capture consumer moments which have, over time, become limited by societal and regulatory shifts, and to satisfy evolving consumer needs and preferences. Our mission is to anticipate and satisfy this ever-evolving consumer: provide pleasure, reduce risk, increase choice and stimulate the senses of adult consumers worldwide.

How we win

Must wins

High Growth Segments

Driven by our unique and data-driven consumer insight platform (PRISM), we will focus on product categories and consumer segments across our global business that have the best potential for long-term sustainable growth.

Priority Markets

By relying on a rigorous market prioritisation system (MAPS), we will focus the strengths of our unparalleled retail and marketing reach, as well as our regulatory and scientific expertise, on those markets and marketplaces with the greatest opportunities for growth.

How we win

Inspirational foresights

As one of the most long-standing and established consumer goods businesses in the world, we have a unique view of the consumer across four product categories, which is increasingly driven by powerful data and analytics. These insights ensure that the development and responsible marketing of our products is fit to satisfy consumer needs.

Remarkable innovation

As consumer preferences and technology evolve rapidly, we rely on our growing global network of digital hubs, innovation super centres, world-class R&D laboratories, external partnerships and an upcoming corporate venturing initiative to stay ahead of the curve.

Powerful brands

For over a century, we have built trusted and powerful brands that satisfy our consumers and serve as a promise for quality and enjoyment. We will focus on fewer, stronger and global brands across all our product categories, delivered through our deep understanding and segmenting of our consumers.


Few companies can claim over 150 million daily consumers, over 11 million retail points of sale, as well as a network of expert and skilled employees around the world. Staying connected to all of them, especially through digital means (including e-commerce), ensures better consumer connections, access to markets and innovations that offer sensorial enjoyment and satisfy consumer needs.

People and partnerships

Our highly-motivated people are being empowered through a new ethos that is responsive to constant change, embodies a learning culture and is dedicated to continuous improvement. But we cannot succeed on our own, and our partnerships with farmers, suppliers and customers are also key for ensuring sustainable future growth.

US focus

The United States comprises nearly half of our global business. It is also the single largest economy in the world, the largest single centre for technology and the key driver of global consumer trends, and is where we have the deep consumer understanding and financial strength to support the delivery of our mission to stimulate consumer senses around the rest of the world.

Our purpose

A better tomorrow

By stimulating the senses of new adult generations, our purpose is to create A Better Tomorrow for all our stakeholders.

Key stakeholder outcomes

We will create A Better Tomorrow for:



By responsibly offering enjoyable and stimulating choices for every mood and every moment, today and tomorrow;



By reducing the health impact of our business by offering a range of alternative products, as well as by reducing our environmental and social impacts;



By creating a dynamic, inspiring and purposeful place to work; and



By delivering sustainable and superior returns.


Our purpose is to build a better tomorrow by reducing the health impact of our business through offering a greater choice of enjoyable and less-risky products for our consumers.

A key driver to deliver this will be our Ethos – an evolution of our Guiding Principles – which guides behaviours across the entire Group.

More on our Ethos