P&G partners with QBO Innovation to support Filipino startups

Procter & Gamble (P&G) Philippines has entered into a strategic partnership with QBO Innovation to launch the Philippines’ first “vGrow Showqase,” an event aimed at leveraging the untapped potential of the Philippine startup ecosystem and finding innovative partners who share P&G’s vision of sustainable growth and serving Filipino consumers.

P&G, maker of trusted household brands such as Safeguard, Ariel, Downy and Pampers, launched vGrow to drive innovation across multiple stages of its business. The program aligns with the company’s commitment to delivering great products to its consumers through innovative initiatives and solutions.

First launched in 2017 and rolled out in countries including India, Singapore, Malaysia, Australia, and New Zealand, vGrow supports innovation and collaboration with startups, small businesses, and other partners in key markets around the world.

P&G’s vGrow program is consistent with the company’s strategy to deliver the highest quality products to consumers through innovative initiatives and solutions.

The program is implemented in partnership with QBO Innovation, a division of Ideaspace that provides consulting services and works with government agencies, academic institutions, international development agencies and private sector enterprises to implement digital transformation strategies, develop innovation ecosystems and accelerate the growth of technology startups.

QBO selected 18 high-potential startups to showcase their innovative solutions to top P&G executives, including Agraj Sharma, CEO, P&G Philippines, Shivangi Jain, Senior Director, Procurement, P&G APAC, and Marlon De Vera, Chief Procurement Officer, P&G Philippines. The vGrow program opened doors to business collaborations and networking opportunities to further explore partnerships within P&G’s extensive network.

P&G CEO Agraj Sharma said, “Over nearly 90 years of serving the country, P&G’s mission has always been to understand and serve consumers with the best solutions to their everyday needs. We look forward to working with QBO and all of these companies to discover innovative solutions to P&G’s biggest opportunities and most challenging problems. This will enable us to serve more consumers with superior, value-creating brand experiences.”

During the vGrow SHOWQASE inaugural event, Jay Fajardo, Executive Director of Ideaspace | QBO Innovation, emphasized that the country’s startup ecosystem is poised to thrive in the emerging digital economy, which was valued at $6.45 billion in 2023 and is expected to grow to $35 billion by 2025.

“The Covid-19 pandemic has led to an increase in the number of tech-savvy consumers. With about 73 percent of the country’s population, or about 118 million Filipinos, and an average age of 25, the market is now more tech-oriented, presenting a significant opportunity for Filipino startups and enterprises to maximize and explore,” Fajardo said.

vGrow Showqase is an open innovation program that aims to connect external partners and startups with innovative solutions to P&G Philippines’ business problems and opportunities, fostering a dynamic and collaborative ecosystem.

The companies participating in the first vGrow Showqase program are at the post-MVP (Minimum Viable Product) stage in the Human Resources and Employee Health and Wellness, Sales Development and Retail Operations, Transport and Logistics, Market Strategy and Promotions, Customization and Value Added Services, and Brand and Creative industries. The list includes Amplify, Betterteem, Chamni’s Eye, CognitiveAI, DHL, Happy Benefits, LOCAD, Maya, MASA Inc., Margarett Enterprises Inc., MobileOptima-Tarkie, Ninja Van, Pickaroo, POLKA.PH, Shuttlerock, Storewise, and Xeleqt AI.

Following the pitching sessions, three startups received special awards: CognitiveAI received the award for the most innovative solution, Betterteem received the award for the best pitcher, and DHL was recognized with the award for industry leadership.