MUMBAI: Global FMCG company Procter & Gamble has announced that it will source as much as US$30 million from women-owned businesses across India in the coming three years.

Part of the company’s global commitment to building greater gender equality, according to the Press Trust of India (Via the Economic Times), the move sits in line with the United Nations’ sustainable development goals, according to a statement.

In partnership with WEConnect India, a non-profit that allows qualified buyers to connect with women-owned businesses, the pair aim to develop capability among women entrepreneurs with additional training efforts.

"By committing a percentage of our spending to women-owned businesses, we are not only doing the right thing for the company, but we are also being socially responsible”, said P&G India sub-continent managing director and CEO Al Rajwani.

He added that the company’s aim is intended to have macro implications. “The impact of our spending with women-owned businesses helps to stimulate economic growth in communities who are often overlooked, which in turn promotes job creation and further opportunities".

P&G has championed measures to enhance gender equality efforts across India, the Middle East, and Africa.

Last March, ahead of International women’s day, P&G launched its #WeSeeEqual campaign to advocate equality. With its inaugural piece of creative, the brand shows both women and men defying stereotypical gender roles.

The development was part of a trend made visible in campaigns such as detergent brand Ariel’s Share the Load, or feminine hygiene brand Always Like a Girl, which have delivered continued success for P&G while emphasising a progressive message.

Upon announcing the equality initiative, the world’s largest advertiser noted the strength and reach of its voice in establishing new expectations. A commitment to progressive messaging is one side of the coin, but P&G India’s commitment aims to put these ideas into practice.

Sourced from Press Trust of India, The Drum, P&G, WARC