P&G and QBO Innovation Team Up to Boost Filipino Startups with vGrow SHOWQASE

Procter & Gamble (P&G) Philippines has formed a strategic alliance with QBO Innovation to launch the first-ever vGrow SHOWQASE in the Philippines, with the goal of unlocking the untapped potential of the Philippine startup ecosystem and identifying innovative partners who share P&G’s vision for long-term growth and serving Filipino consumers.

P&G, the creator of trusted household products such as Safeguard, Ariel, Downy, and Pampers, created the vGrow program to push creative solutions at all phases of its operations. The program supports the company’s aim to providing superior products to its customers through creative initiatives and solutions.

The vGrow program was started in 2017 and has been implemented in countries such as India, Singapore, Malaysia, Australia, and New Zealand, encouraging innovation and collaboration with startups, small enterprises, and other partners in major markets around the world.

The program is run in collaboration with QBO Innovation, a division of Ideaspace that consults and engages with government agencies, academic institutions, international development agencies, and private sector enterprises to drive digital transformation strategies, develop innovation ecosystems, and accelerate technology startup growth. QBO selected 18 high-potential startups to present their unique ideas to P&G’s top executives, including Agraj Sharma, P&G Philippines General Manager, Shivangi Jain, Purchasing Senior Director of P&G APAC, and Marlon De Vera, Purchasing Director of P&G Philippines. The vGrow initiative created chances for corporate collaboration and networking, allowing P&G to explore collaborations within its large network.

P&G General Manager Agraj Sharma opened the event, saying, “Throughout nearly 90 years of operations in the country, P&G’s mission has always been to understand and serve consumers with the best solutions for their daily needs.” We are pleased to collaborate with QBO and all of these organizations to find new solutions to P&G’s biggest prospects and most difficult problems. This will allow us to provide more customers with exceptional, value-creating brand experiences.”

During the vGrow SHOWQASE kickoff event, Ideaspace | QBO Innovation Executive Director Jay Fajardo stated that the country’s startup ecosystem is well-positioned to prosper in the developing digital economy, which was valued at $6.45 billion in 2023 and is expected to reach $35 billion by 2025.

“The COVID-19 pandemic has resulted in an increase in tech-savvy customers. With around 73% of the country’s population, or approximately 118 million Filipinos, with an average age of 25, the market is now more digitally inclined, giving a tremendous opportunity for Filipino entrepreneurs and businesses to capitalize and explore,” said Fajardo.

The vGrow SHOWQASE is an open innovation initiative that connects external partners and startups with creative solutions to P&G Philippines’ business issues and opportunities, creating a dynamic and collaborative environment.

Companies 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 are participating in the inaugural vGrow SHOWQASE program. 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 businesses got special awards: CognitiveAI for Most Innovative Solution, Betterteem for Best Pitcher, and DHL for Industry Leadership.

Rene “Butch” Meily, President of Ideaspace | QBO Innovation, expressed gratitude to P&G Philippines for the relationship.

“We are grateful to P&G for its support of the vGrow program. Innovation is disrupting the globe and spawning new industries. While we need corporate assistance for startups, businesses will profit enormously from this relationship. I encourage all of you to participate in this lively exchange. Do not let the future pass you by; instead, take the opportunity to lead the way in innovation. Together, we have the ability to create a new society in which innovation and collaboration pave the path for unparalleled progress.”