MANILA, Philippines — As Procter & Gamble (P&G) Philippines celebrates its 90th Anniversary, the company is reaffirming its commitment to innovation by expanding its vGROW Program to a broader network of startups across the country. 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.
Building on the success of last year’s launch, P&G’s 2025 vGROW Program has taken a big step forward by casting a wider search in partnership with the Department of Trade and Industry (DTI). More than 60 startups responded to the April–June 2025 call. The 2025 edition focuses on six challenge areas tied to core business needs in the areas of supply chain, retail and selling, activations, and digital systems.
“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.”
Deeper Startup Integration in 2025
During the event, a select group of startups presented scalable solutions to senior P&G leaders from both the Philippines and the Asia Pacific region. QBO Innovation, the Philippines’ top startup support organization, carefully selected these startups based on their potential to address specific business challenges and their readiness for integration into business operations.
“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.”
