PROCTER & Gamble (P&G) Philippines and the Department of Trade and Industry (DTI) are partnering to transform Filipino startup ideas into scalable business solutions.
This collaboration marks a significant step forward for innovation and business in the country.
As P&G Philippines celebrates its 90th anniversary, the company is looking forward with purpose.
Through its flagship open innovation platform, the vGROW Program, P&G is deepening its commitment to co-creating solutions with local startups.
The vGROW Program is P&G’s open innovation platform that collaborates with startups to address challenges in the areas of supply chain management, retail execution, and digital commerce.
This year, the company is doing so in a big way—by partnering with the DTI to scale Filipino innovation into real-world enterprise solutions.
Scalable Solutions
The 2025 vGROW Program, expanded with DTI’s support, casts a wider net across the Philippine startup ecosystem.
The goal is to find high-potential, tech-driven startups that can help solve P&G’s operational and commercial challenges — from optimizing the supply chain to reimagining digital retail and consumer engagement.
Over 60 startups responded to this year’s call from April to June. The program zeroed in on six key challenge areas focused on P&G’s core business needs: supply chain, retail execution, sales activations, and digital commerce.
“At P&G, we believe that innovation is the lifeblood of our company. With the vGROW Program, in partnership with the DTI, we are excited to empower Filipino startups to transform their innovative ideas into value-adding solutions for business,” said Agraj Sharma, President and General Manager of P&G Philippines.
“We are excited to explore innovative solutions that will enable P&G and our brands to better serve Filipino consumers, our stakeholders, and the society.”
Shivangi Jain, Senior Director and P&G Asia Pacific Head of Purchases added, “We look forward to collaborating with innovative Filipino startups to address real business challenges and create opportunities with P&G Philippines, our business partners, and P&G regionally.”
Selected startups had the rare opportunity to pitch directly to P&G leaders from both the Philippines and Asia Pacific. These startups weren’t chosen at random; QBO Innovation Hub, a leading startup support organization in the country, curated the lineup based on each venture’s ability to address specific business pain points with viable, scalable technology.
“P&G’s vGROW Program isn’t just a platform. It allows startups to bring a new way of thinking to solve real business issues. P&G has led the way in shepherding startups into the corporate arena,” said Rene “Butch” Meily, President of IdeaSpace Foundation and QBO Innovation.
P&G’s commitment to innovation reflects broader industry goals, as highlighted by government initiatives.
“This is a manifestation of the Innovative Startup Act at work — enterprise leadership, startup agility, and policy alignment driving an inclusive and resilient economy,” said Engr. Karl Lyndon B. Pacolor, OIC – Assistant Director, DTI-Bureau of Policy Research and Innovation.
“We commend P&G for its initiative to open its doors to startup enterprises. This is a significant step towards achieving the policy’s goal of linking startup entrepreneurs with meaningful value chains, catalysing expansion and growth and fostering innovation and entrepreneurship in the country.” / PR