Procter & Gamble India (P&G India) said it will invest Rs300 crore to partner with external firms and innovators in co-creating supply chain solutions. The fund P&G Supply Chain Catalyst Fund will collaborate with start-ups and innovators on business solutions customized to create a supply chain that provides greater agility, flexibility, scalability, transparency, and resilience.

“With the ‘P&G Supply Chain Catalyst’ fund, we are focused on co-creating innovative solutions that enhance the very backbone of our operations and the supply chain. We are confident that focused interventions in the supply chain will have a positive impact on our overall priorities, including constructive disruption and productivity,” said LV Vaidyanathan, CEO of P&G India Subcontinent About six years ago, the maker of Pantene and Tide launched ‘vGROW’ a platform to partner external vendors and suppliers, and committed investment of more than Rs1800 crore so far.

“We strongly believe that a healthy dissatisfaction with the status quo will help us raise the bar on constructive disruption and better serve consumers, customers, and communities,” added Vaidyanathan. The company said the initiative is in line with the Prime Minister’s Gati Shakti initiative, which is an effort towards multi-modal connectivity in the country to enhance seamless movement of goods and services through targeted interventions.

The investment will include supply chain optimization, digitization, capacity enhancement, and sustainability, Through this platform, P&G engages with over 2300 suppliers, including start-ups, small businesses, and large organizations from a wide range of industries and services from creative agencies to technology partners to material suppliers.