High-potential startups participated in the vGrow SHOWQASE program, which aims to recognize and support up-and-coming players.

Procter & Gamble (P&G) Philippines has launched the first-ever vGrow SHOWQASE. The goal of this program is to harness the untapped potential of the local startup ecosystem and find innovative partners who share the same vision as the company for sustainable growth, as well as serving Filipino consumers. 

The vGrow program was first launched in 2017 and has been implemented in countries including India, Singapore, Malaysia, Australia, and New Zealand, fostering innovation and collaboration with startups, small businesses, and other partners in markets worldwide.

vGrow SHOWQASE Participants

More than a dozen high-potential startups participated in the first-ever vGrow SHOWQASE program. These programs are already in their post-MVP (Minimum Viable Product) stage. 

The startups that took part in the program are as follows:

• 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
• Xeleqt AI

The participants of the program were given the opportunity to present their innovative solutions to the top executives of P&G. Among all the participants, three received special awards during the program. 

CognitiveAI received the award for the Most Innovative Solution, while Betterteem received the Best Pitcher award. DHL, on the other hand, was recognized with the Industry Leadership award.

The program was launched in partnership with QBO Innovation, a division of venture investment firm Ideaspace. QBO Innovation consults for and engages with government agencies, academic institutions, international development agencies, and private sector enterprises in order to drive digital transformation strategies, develop innovation ecosystems, and accelerate technology startup growth.

“Throughout almost 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,” P&G General Manager Agraj Sharma said during the event. “We are excited to partner with QBO and all these companies to uncover innovative solutions to P&G’s biggest opportunities and toughest problems.”

“This will enable us to serve more consumers with superior, value-creating brand experiences,” Sharma added.

Startup Ecosystem in the Philippines 

According to StartupBlink’s Global Startup Ecosystem Index 2024, the Philippines ranks 60th on the Top 100 Countries list. The country slipped by one rank this year after ranking 59th in 2023. Despite the lower ranking, the Global Startup Ecosystem Index notes that there has been progress for the country, and it’s on its way to becoming a formidable startup ecosystem in Asia. 

P&G and QBO Innovation’s vGrow SHOWQASE is an example of the programs that have been made available to encourage the growth of startups in the country. However, the Global Startup Ecosystem Index notes that there are still barriers to the development of the Philippine startup ecosystem. 

These barriers include the lack of infrastructure, which has contributed negatively to the country’s economic growth. Another barrier cited is the slow regulatory support for startups. In order to fully develop into a formidable startup ecosystem in Asia, these barriers must be addressed by both the public and private sectors.