MAM
P&G India announces ₹300 crore ‘P&G Supply Chain Catalyst Fund’
Mumbai: Procter & Gamble India (P&G India), maker of brands like Gillette, Whisper, Vicks, etc, has announced a ₹300 crore ‘P&G Supply Chain Catalyst Fund’ to collaborate with external partners and innovators, in co-creating solutions that accelerate its journey towards supply 3.0 – the modern supply chain ecosystem. This fund will provide an opportunity to start-ups and innovators to collaborate with P&G on business solutions customized to create the next level of supply: a supply chain that provides greater agility, flexibility, scalability, transparency and resilience.
The announcement is in line with the prime minister’s Gati Shakti initiative, which is an endeavour towards multi-modal connectivity in the country that will enhance seamless movement of goods and services through targeted interventions.
P&G India’s strategic investment, as part of ‘P&G Supply Chain Catalyst Fund’ will encompass a diverse array of initiatives, including supply chain optimisation, digitization, capacity enhancement and sustainability, all designed to catalyse the company’s supply chain prowess. This new fund is part of P&G India’s ‘vGROW’ program that focuses on identifying and collaborating with start-ups, small businesses, individuals, and large organisations offering innovative industry-leading business solutions. These solutions will help the company in delivering a superior experience to its consumers and continuing to drive constructive disruption.
With this announcement, the company also launched the sixth edition of ‘P&G vGROW External Business Partner Summit,’ to be held from 28 to 29 September 2023. The Summit offers a platform to existing and new suppliers, in partnership with Incubate Hub, to pitch their solutions to P&G India’s leadership team. Senior leaders from P&G’s global leadership team, including P&G chief purchasing officer Ana Elena Marziano and P&G Sr VP Chandra Vaddadi, purchases also attended the summit.
P&G India subcontinent CEO LV Vaidyanathan said, “We are as committed to the nation’s progress as we are to serving consumers with superior products every day. With the ‘P&G Supply Chain Catalyst’ fund, we are focused on co-creating innovative solutions that enhance the very backbone of our operations – 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.”
He further added, “Six years ago, we launched ‘vGROW’ – with the vision to create a platform to foster collaboration and partnerships with external partners and suppliers, to solve business challenges and provide a breeding ground to emerging startups across the country. With this fund, we have committed spends of more than ₹1800 Crore to date in business solutions through vGROW. 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.”
vGROW is P&G’s first-of-its-kind platform to identify and collaborate with businesses and individuals offering industry-leading solutions. 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.
In partnership with WEConnect International, P&G India also conducted the next edition of the Women Entrepreneur Development Program (WEDP). About 30 women entrepreneurs, who were selected via an application process, graduated from the two-day program aimed at their capacity development. As part of the program, senior leaders from P&G conducted training and workshops with real-time case studies covering various aspects of building a sustainable business including professional skills like business strategy, finance capital, new customer outreach and more, including strategic inputs for driving business growth.
MAM
India’s experience economy grows as live events market hits Rs 17,000 crore
EY-Parthenon and BookMyShow report finds 78 per cent Indians prefer experiences over products
MUMBAI: India’s live entertainment scene is no longer just about music, comedy or festivals. It is increasingly becoming a powerful stage for brands seeking deeper connections with consumers.
A new report titled Beyond Attention, Into Immersion by EY-Parthenon and BookMyShow suggests that India’s experience economy is entering a strong growth phase, driven by consumers who are choosing memorable moments over material purchases.
According to the study, the country’s live events ecosystem, which includes concerts, comedy tours, festivals and immersive exhibitions, is estimated to reach around Rs 17,000 crore in 2025. The growth reflects a broader cultural shift in how Indians spend their time and money.
The report finds that 78 per cent of Indian consumers now prefer spending on experiences rather than physical products. From attending concerts and festivals to participating in interactive brand installations, audiences are increasingly seeking engagement, community and shareable moments.
This change in consumer behaviour is particularly evident among younger audiences who want to participate rather than simply watch. Instead of passively consuming entertainment, many now look for experiences that allow them to interact, express themselves and connect with like minded communities.
For marketers, this shift has turned experiential marketing into a strategic priority rather than a promotional add on. Brands are moving away from interruption driven advertising and towards immersive formats that allow consumers to discover, test and emotionally connect with products.
The report suggests that experiential marketing now plays a role across the entire consumer journey. It can spark brand discovery, strengthen storytelling, encourage product trials and ultimately influence purchase decisions and loyalty.
The impact is already visible. Post event surveys conducted among 7,450 attendees at major events including Lollapalooza India and concerts by Ed Sheeran and Guns N’ Roses highlight the effectiveness of these experiences.
Around 59 per cent of attendees recalled brands they interacted with during the events, while 55 per cent said those interactions increased their likelihood of purchasing from the brand. A further 63 per cent reported that brand activations actually enhanced their event experience rather than distracting from it. Nearly 29 per cent also said the interaction improved their perception of the brand.
Brands are also changing the way they approach events. Instead of simply putting logos on stages or banners, companies are building experiences into the fabric of the event itself.
Financial services brands, for example, are offering early ticket access, exclusive lounges and curated event experiences for cardholders. Fashion and beauty companies are using festivals to showcase products through pop ups, interactive installations and social media friendly spaces that encourage visitors to share their experiences online.
The scope of experiential marketing now stretches far beyond live entertainment. Retailers are designing experiential stores where customers can explore products in lifelike environments. Entertainment platforms are extending popular intellectual properties into immersive exhibitions and fan events. Technology is also playing a growing role through augmented reality and virtual try on tools that blend digital discovery with physical interaction.
Cultural festivals remain one of the most powerful platforms for such engagement in India. Celebrations such as Navratri and Holi bring together large communities, emotional participation and heightened consumer spending. For brands, these moments offer an opportunity to become part of the celebration rather than simply advertise around it.
Despite the momentum, the report notes that some companies still hesitate to adopt experiential marketing at scale. Budget constraints, limited expertise and uncertainty around measuring return on investment remain common concerns.
However, the growing body of data around consumer engagement and brand impact is gradually addressing these challenges. More marketers are expected to allocate a larger share of their budgets to experiential formats over the coming years.
Taken together, the findings point to a clear trend. As consumers seek meaning, memories and moments worth sharing, live experiences are emerging as one of the most powerful ways for brands to stay relevant in a crowded media landscape.
