“This Was the Natural Next Step”: The Strategy Behind Philips’ New Saudi Entity

A leadership dialogue with Deepa Khanna, EVP of Philips Personal Health, on investing in prevention, partnership, and the Kingdom’s health.

Philips has formally established its Personal Health business as an independent legal entity in Saudi Arabia. Far from a routine administrative step, this constitutes a definitive strategic investment in the Kingdom's future, deliberately aligned with Vision 2030's framework for a proactive, healthier society. This evolution redefines its role, moving beyond a legacy of healthcare support to become a direct partner in the daily health and wellbeing of Saudi individuals and families.
For Deepa Khanna, Executive Vice President and Chief Business Leader of Philips Personal Health globally, the step was a natural evolution. “We’ve been part of Saudi Arabia’s fabric for over 90 years through our healthcare systems,” Khanna stated. “This new legal entity allows us to build on that trust while meeting people where they are: in their homes, supporting the everyday habits that build lifelong health.”

A Vision in Harmony: From Treatment to Prevention
The strategy is built directly on Vision 2030’s ambition to empower citizen health. Philips is redefining personal health as a foundational element of the healthcare ecosystem itself, a shift from reactive clinical care toward proactive, preventive self-care. 
“There is a strong alignment,” Khanna emphasized. “Vision 2030 encourages proactive wellbeing, and we provide the tools for people to care for themselves and their families, building habits that prevent illness before it starts.”
This focus resonates strongly in Saudi Arabia, where a young, tech-savvy population is increasingly driving demand for wellness and quality-of-life solutions.

Why the Kingdom Is a Priority Market
The Kingdom’s status as a priority market results from a unique alignment of three factors: advantageous demographics, visionary policy direction, and an increasingly health-conscious consumer base. “This makes Saudi Arabia critical for us,” explained Deepa Khanna. “We have established trust here, and the national commitment to elevating healthcare standards provides the ideal conditions for personal health innovation to flourish, especially with younger demographics leading a cultural shift toward proactive wellness.”
A local entity grants Philips greater agility to form partnerships, tailor offerings, and respond swiftly to the Saudi market’s specific needs.

Portfolio with Purpose: Enabling Health at Every Stage
Philips Personal Health delivers on this strategic alignment through a robust portfolio engineered for impact across key consumer life stages. The company asserts a commanding presence in male grooming and beauty, a category critical to daily ritual and personal confidence. Its oral healthcare division, led by Sonicare, recasts daily hygiene as a non-negotiable pillar of long-term preventive health. Furthermore, its comprehensive mother and childcare range is designed to partner with families, establishing important healthy habits from infancy to foster wellbeing for generations. This curated approach ensures that each category serves a distinct, strategic role in advancing proactive self-care.
“These products are enablers,” Khanna explained. “They’re about supporting real, everyday routines that contribute to long-term wellbeing for individuals and families.”

Global Innovation, Local Relevance
The balance between global innovation and local relevance is key. While Philips brings world-class R&D and a global portfolio, local consumer insights directly shape market strategies, from product assortment to communication.
“We ensure global innovation respects local lifestyles,” said Khanna. “Our teams embed local insights to ensure what we offer is culturally relevant, building deeper trust with consumers and partners.”

The Road Ahead
Looking forward, Khanna expresses strong optimism. “I am inspired by the Kingdom’s vision for a proactive, healthier population. As a health technology company, we are proud to support Saudi Arabia across the entire care continuum: from hospital to home.”
With this formal commitment, Philips Personal Health steps into 2026 with a renewed strategy, embedding itself deeply within the Kingdom's pursuit of health. The objective is to expand its impact by enabling the simple, daily decisions that create a healthier society. This transforms Philips’ status from a provider in the market to a partner in progress, where the company’s success is tied to the long-term wellbeing of the nation it serves.