Multinational tobacco giant British American Tobacco (BAT) Plc, the majority owner of BAT Kenya, has announced a global restructuring program affecting 9,000 jobs worldwide.
The changes form part of the company’s Fit2Win transformation strategy, which seeks to streamline operations, reduce costs and position the business for long-term growth.
BAT Chief Executive Officer Tadeu Marroco stated that the move is designed to make the company more agile, cost-efficient and technologically advanced.
“We are building a future-ready organization that is more agile, cost-disciplined and technology-enabled,” said Marroco.
BAT To Restructure 9,000 Jobs Globally
The move affects 19% of BAT’s global workforce of around 47,000 employees and marks one of the company’s operational overhauls in recent years.
Also Read: Why Kenyans Prefer Pochi la Biashara Over Till Number
The restructuring includes 5,500 direct job reductions, while another 3,500 employees will transition to external strategic partners as part of the company’s outsourcing and operational strategy.
BAT, which owns a controlling 60% stake in BAT Kenya, said the program is intended to simplify operations, strengthen strategic partnerships and position the business for sustainable long-term growth.
Fit2Win Programme Targets £600 Million in Annual Savings
BAT launched the Fit2Win program in 2025 as part of its response to changing market dynamics, increasing competition and the growing importance of digital technologies in business operations.
According to the company, the initiative aims to create a more agile organization that can adapt quickly to market changes while maintaining financial discipline.
The tobacco giant expects the programme to deliver approximately £600 million in annual cost savings by the end of 2028 through operational efficiencies, workforce restructuring and strategic partnerships.
BAT said the programme is already producing results through improved operational efficiency, faster decision-making processes and greater coordination across its international markets.
Strategic Partnerships Drive Workforce Changes
Fit2Win strategy involves expanding partnerships with global technology and business services companies.
In July 2025, BAT entered into a strategic partnership agreement with global consulting and technology services company Accenture.
The partnership was designed to simplify business processes, improve speed to market and strengthen operational flexibility across the group’s international operations.
As part of this arrangement, certain positions within BAT’s Global Service Hubs located in Costa Rica, Mexico, Poland, Romania and Malaysia were transferred to Accenture. Additional roles in BAT’s supply network operations in the United Kingdom and Singapore also transitioned under the partnership agreement.
The company confirmed that a select number of positions in Pakistan have been transferred to Systems Limited, a Pakistani technology and business services company.
BAT has also expanded its collaboration with ITC Infotech by transferring selected Information, Digital and Technology roles in Poland and Romania to the technology services provider.
Manufacturing Operations and Digital Expansion
Beyond workforce restructuring, BAT has continued to streamline its global manufacturing footprint as part of a broader operational review conducted over the past two years.
The company has consolidated several manufacturing operations over the last 18 to 24 months, including the previously announced closure of its Heidelberg factory in South Africa.
Also Read: Kenya Signs Landmark Deal With Rwanda to Import Refined Petroleum Products Through Mombasa
BAT attributed the closure primarily to the significant growth of illicit tobacco products within the South African market, which had made the facility economically unsustainable.
At the same time, BAT is expanding its digital infrastructure through the establishment of a new Future Capabilities Center in India, developed in partnership with ITC Infotech.
The company will also continue strengthening its existing technology hubs in Malaysia and Mexico as it seeks to build a more technology-enabled operating model capable of supporting future growth and evolving consumer demands.
Follow our WhatsApp Channel and X Account for real-time news updates.
