P&G and EDB dish out SG$45m for digital innovation centre

Procter & Gamble (P&G), in partnership with the Singapore Economic Development Board (EDB), has invested an additional SG$45 million into its digital innovation center in Singapore, one year after its launch. The "E-Center 2.0" is an expansion of the existing digital innovation program, focused on placing Singapore at the forefront of digital transformation in consumer goods and the retail industry in the Asia Pacific region, P&G claims.With this investment, P&G looks to expand its E-Center as well as open the i-Singapore digital omni-channel center which is aimed to enable P&G to work with retailers from across the region, and create retail solutions to drive disruption in the consumer market. This collaboration platform is fully dedicated to Asia, and is co-located at P&G Singapore Innovation Center and omni-channel store. P&G is also setting up a new of team data scientists to develop digital capabilities and solutions to strengthen APAC operations by offering customised brand solutions and better reach through optimised media plans. In a statement, P&G also said that advanced analytics will also be leveraged to accelerate the development of superior products and packaging out of the Singapore Innovation Center.Magesvaran Suranjan, president of P&G Asia Pacific and of P&G Indian Subcontinent, Middle East and Africa said that since the launch of the E-Center last year, the company has been working towards sharpening its core strengths as well as accelerating its digital transformation and growth in the region."We are proud of our success and it’s given us the confidence to do more. Today with E-Center 2.0, we continue to dedicate our efforts to further strengthen Singapore’s leadership in the digital economy and build world-class capabilities, but also to collaborate with key local partners and develop local and international talents,” he added.The E-Center 2.0 will also feature new projects in supply chain management called i-Supply. This includes the development of automation and digitisation technologies for manufacturing processes as well as use of machine learning and advanced analytics to automate decision making. P&G said it aims to further support partners and employees by equipping them with the relevant skills to leverage digital technology and solve business problems.In addition, the company also has a partnership Wavefront, a Singapore-based incubator where it will focus on personalising skin care for Asian consumers through technology.“P&G is a strategic partner in our efforts to place Singapore at the forefront of digital innovation for consumer businesses. The E-Center 2.0 will further build digital capabilities in retail, supply chain management and business analytics, and offer exciting opportunities for both Singaporeans and our local enterprises,” Beh Swan Gin, chairman of the Singapore Economic Development Board (EDB) said.“We are also delighted to support the efforts of bellwether corporates like P&G to co-innovate with and catalyze the formation of new ventures in Singapore and the region," he added.