vGROW is P&G’s open innovation platform designed to co-develop solutions with startups in key business areas.
Building on the success of last year’s launch, the 2025 vGROW Program, in partnership with the Department of Trade and Industry (DTI), broadened its reach to source more breakthrough solutions. Over 60 startups responded to the April–June 2025 call. This year’s edition focuses on six challenge areas across supply chain, retail and selling, activations, and digital systems.
Transforming ideas into value-adding solutions
“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.
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
As part of the 2025 vGROW Program rollout, 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.Connecting Startups with Value Chains
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 catalyzing expansion and growth and fostering innovation and entrepreneurship in the country.” —Ed: Corrie S. Narisma
