P&G Expands Tech Work in India

Procter & Gamble is expanding its technology work in India, seeing the country as a major talent pool and a market that offers lessons for its global operations. The company's global chief information officer, Seth Cohen, told the Economic Times that India's mix of quick commerce, digital commerce and high-frequency stores makes it a "melting pot" of consumer and retail behaviour.

Cohen, who has been visiting India for about 25 years, said the rapid adaptation of universities to new technologies is among the biggest changes he has observed. "I've always been impressed with the incredible talent that's coming out of these amazing universities that are here," he said. He noted that universities have quickly pivoted to newer ways of working and technologies, helping connect education more closely with business needs.

India as a Talent and Learning Hub

Cohen stated there is "probably no better place for recruiting the best engineering talents." P&G is using experiences from the Indian market to develop technology capabilities that can be deployed elsewhere. The company is studying the consumer journey from social media to digital commerce, which may start on platforms like Instagram before moving to a commerce platform.

India's quick-commerce market is forcing P&G to make more granular inventory decisions because consumers increasingly expect products in as little as 10 minutes. The company is using algorithms to optimise finished-goods flows and predict where products need to be positioned. Each dark store can require a different product assortment based on neighbourhood-level analytics.

"That's the ultimate goal of working with retailers-predicting what consumers will want and ensuring it is available when they order," Cohen said.

Applying Indian Insights Globally

P&G is looking to use search and location capabilities to provide relevant information and make it easier for consumers to convert interest into a purchase. Cohen said India can also provide technology learnings for markets with different social-media platforms. For instance, India does not use TikTok, but capabilities P&G develops for other platforms can potentially be used in countries where TikTok is popular.

Cohen described the progressive approach of the education system feeding business as "incredibly helpful and incredibly exciting." He recently met with students and was amazed by their questions, stating they clearly understand where new capabilities can be brought to life. The maker of Tide and Pantene views these developments as critical for meeting consumer needs consistently.