Success well Done

Challenge Overview

A key enabler of P&G’s continued success is our digital transformation in every aspect of our operations, which allowed us to serve our consumers smarter and faster. Our digital capabilities are critical to winning consistently and ONWard Digital Incubator , is digital ecosystem with industry names, such as Accenture, Amazon, Microsoft and Salesforce, and start-ups to solve key P&G business challenges.

Goal of P&G APAC ONWARD Incubator:

We are looking for expert startups, developers, tech companies, scaleups and academic experts who can innovate smartly to help us enable opportunities to make significant business impact in the area of emerging technologies like AI, Robotics, ML, smart automation, Blockchain, etc.

Explore the challenges:

We look to you to submit solutions as hardware or software applications in one or more of the business problems across these 4 areas:

Utilities | Telecom

Consumer Understanding & Engagement

Capabilities for improved interaction with consumers

Energy & Natural Resources


Capabilities for improved quality and efficiency of P&G Business processes

Smart cities | Geospatial

Supply Chain & Operations

Capabilities in the production process/Logistics/finance

Law Enforcement


Capabilities in key identified areas (per business problem) which will be available to participant upon registration

Value Proposition for Participants

(Startups/Developers/tech companies/creators/innovations/others)

Direct entry and participation into P&G partner eco-system with access ongoingly to P&G’s transformative business challenges

A chance to be at the fore-front in industry and P&G digital eco-system to solve business transformation problems

Opportunity to get a commercial contract to collaborate with P&G to pilot and scale your solution to solve the business problems


Registration open
Sep 8
Sep 10 - Nov 30
Weekly recurring online meetings
Submission of solution proposal
Oct 16
Oct 18
Announcement of Shortlisted Startups
F2F presentation and briefing session in Singapore
Oct 22
Nov End
Final prototype presentation with P&G sponsor teams


Senior P&G subject matter experts & problem owners would provide ongoing mentorship to shortlisted teams with experts from consumer, sales, finance, human resources, marketing, IT and supply chain domains.

Judging criteria

1/3 Innovation/creativity

1/3 Business Value

1/3 Practical Implementation


Date & Time
Webinar Topic
8th October at 3:00 PM (IST)/ 5:30 PM (SGT) / 10:00 AM (GMT)
Please join next P&G ONward incubator - Participant connect
Webinar RSVP


  • 1. What is Onward Incubator?
    ONWard Digital Incubator, is the digital ecosystem to solve P&G Asia Pacific business challenges. It empowers innovators & startups/tech companies with ongoing business challenges across multiple sectors. Participants as startups, developers, tech companies , academics and creators globally are invited to participate. You can use any emerging technologies like AI, Machine Learning, Robotics, Smart Automation, IoT, Cloud etc to solve the business challenge.
  • 2. Are there any pre-requisites for applying?
    You must have a compelling proposal to solve the business problem and willingness to create a Minimum Viable Product and if selected, should be willing to work with P&G to execute the proposed solution. You can build web or mobile applications in the language and platform and hardware of your choice. You can propose off the shelf solution if it exists. The solution should be a working prototype which addresses the core of the business challenge and you may participate in one or more of the business challenges and build something innovative and unique!
  • 3. How can I apply for the challenge & is there any application fee?
    Teams can apply online here. There are no application fees.
  • 4. How do I know my team is shortlisted?
    All shortlisted teams will receive an email communicating their selection for next round.
  • 5. What are the Terms and Conditions of the program?
    Please refer to the Terms & Conditions in link here.
  • 6. When will the list of winner(s) be announced?
    Post the submission of proposals the 1st shortlist will be announced by Oct mid.
  • 7. How can I reach out to P&G Onward incubator team?
    You can connect with us at - If you have any further queries will request you to join the webinar with P&G team weekly on every Wednesday as per the schedule in the link.
  • 8. Can I submit solutions for more than one problem?
    If you want to submit solution for multiple problems then you have to register from multiple email ids.
  • 9. Does P&G wishes to license the software?
    Yes if the POC is successful then we can discuss the commercial model. Definitely licensing is one option.
  • 10. What does P&G & Selected teams get in return in this program?
    Selected teams gets an opportunity to do join elite list of finalists and do a prototype in the 1st stage & if the prototype is accepted then may be awarded a commercial contract to do PoC in a brand or geography or domain with P&G. If POC is successful then there is an opportunity to commercially scale the solution to P&G's Asia Pacific markets. P&G is looking for Deep and emerging tech companies who can help solve challenges in areas of consumer, Go-to-market, organization, innovation & operations/supply chian.
  • 11. Will P&G reimburse for the travel to Singapore if we are shortlisted?
    No. You have to arrange your travel. But it will be a great opportunity for you to meet the APAC senior management team & Brand teams of P&G in one location.
  • 12. How big can my team be?
    Teams can be anywhere from one to five members. All members must register and RSVP for the event.
  • 13. Can I use external APIs, services and SDKs?
    You are encouraged to use any 3rd party services, APIs, open source projects, libraries, hardware and frameworks as long as they are publicly available on the web.
  • 14. What if I don't know how to code?
    You are still welcome! As long as you come willing to learn and ready to contribute ideas, you can contribute to a team.
  • 15. How long would Onward incubator run?
    This is an ongoing problem wherein P&G will share key business challenges for partnering and co-innovating with external community globally. For 1st set of challenges we expect adherence to the timings as share in this website.
About P&G

Procter & Gamble Co. (P&G) is an American multi-national consumer goods corporation. P&G is one of the largest and fastest-growing consumer goods companies in Singapore. Our trusted brands here include SK-II, Gillette, Pampers, Pantene, Olay, Head & Shoulders, Vicks, Oral-B, Ambi Pur, and Whisper. Know more


Participants can join globally as virtual entries are permitted. The finalists will receive briefing on October 22, 2018 and make final presentations by November end, 2018 at:

About Incubatehub

Incubatehub provides a platform for B2B focussed Deep Tech startups to present their solutions directly to business users & earn Paid POC contracts. Incubatehub's Open innovation is a Service model is a more profitable way to innovate, because it can reduce costs, accelerate time to market, increase differentiation in the market, and create new revenue streams for Corporates & Startups. Know more


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