Procter & Gamble launches vGROW initiative in PH to engage startups and businesses in driving innovative solutions

Procter & Gamble (P&G) Philippines, the maker of trusted household brands like Safeguard, Ariel, Downy, and Pampers, launched the vGROW ShowQase initiative for the first time in the country. In collaboration with QBO Innovation Hub, this program seeks to harness the untapped potential of the Philippine startup ecosystem and find innovative partners who share P&G’s vision for sustainable growth and serving Filipino consumers.

The vGROW ShowQase provides promising startups and businesses with the opportunity to pitch innovative solutions to P&G Philippines’ leaders, opening doors for potential business partnerships. This initiative aligns with P&G’s commitment to innovating superior products for its consumers through finding sustainable solutions across multiple stages of its operations. By unleashing value-creating innovations, P&G aims to benefit Filipino consumers and drive positive impact.

P&G Philippines is currently accepting applications from startups that can provide solutions to six specific problem statements in key areas such as human resources, logistics, merchandising, branding, consumer marketing, and value-added services. Interested startups should focus on presenting their solutions to address these specific challenges.

1. Employee benefits: To enable effective sourcing and presentation of a comprehensive range of employee benefits options for effective implementation.
2. Retail operation: To optimize the expansion of merchandiser teams to serve more stores cost-effectively.
3. Transport and logistics: To improve the cost-efficiency and service performance of third-party logistics providers for last-mile delivery services.
4. Online-to-offline trial: To enable trial offers that captivate target consumers by delivering online experiences that drive in-store (offline) sales.
5. Supply chain promotions: To reduce the cost and end-to-end process lead time for initiating a new bundle, designing and procuring the packaging, managing the inventory and allocating the bundling to the right teams.
6. Brand: To enhance the reach and effectiveness of digital marketing content through innovative technologies and agency partnerships, while reducing costs.

Applicants for this program can include startups, companies, and enterprises that have already passed the minimum viable product (MVP) stage. They should be revenue-generating and registered entities, either in the Philippines or abroad. The solutions sought can cover a wide range of areas, including Human Resources and Health Wellness, Sales Development, Logistics, Marketing, Customization, and Branding/Creatives.

Selected startups will have the opportunity to establish partnerships and engagements with P&G Philippines. Noteworthy examples of past awardees from vGROW’s innovation search in other APAC markets include Bounty Media (2022), a data tech company that facilitates connections between consumers and trusted brands through zero-party data. In 2019, P&G India chose three startups through the vGROW initiative to collaborate on innovative solutions related to digitization and energy optimization.

“At P&G, our commitment to innovation drives us to continuously find solutions to address the evolving everyday challenges our consumers are facing now and in the future. We believe in bringing fresh perspectives by partnering with startups, new players, and existing businesses through our vGROW program in P&G Philippines. Together, we aim to deliver innovative solutions that enhance superiority, drive innovation, and create value across our operations,” explained Marlon De Vera, P&G Philippines Purchasing Director.

Applications are ongoing and will close on May 31, 2024. Shortlisted startups will pitch during P&G Philippines’ vGROW ShowQase event on June 27, 2024.

The application form may be found here.