IMEA’s Potential: The Region is Only Scratching the Surface
It has been a little over 60 days since I embarked on a new journey, formally assuming the role of P&G President for the Indian Subcontinent, Middle East, and Africa (IMEA) region on top of my role as President for P&G operations in Asia Pacific (APAC) – and I want to share some early observations. As I immerse myself in this region – I am inspired by the trends and catalysts that are setting the stage for IMEA to be one of the most promising business hubs in the world.
Overall, IMEA has great GROWTH POTENTIAL. Long-term economic growth rates across most countries in the IMEA region have outperformed global averages; this is testament to the innate desire people here have for a better, more prosperous future. These growth rates attract foreign direct investment within the region. Over the course of seven decades, P&G has taken forward-thinking decisions to build local businesses in countries throughout IMEA. Today, P&G IMEA has grown into an operation with over 7,000 employees, 17 manufacturing plants, and a business that not only connects brands with consumers for IMEA, but also exports our P&G brands to more than 60 countries from our hubs in cities like Cairo, Dammam and Jeddah. My early observations on IMEA Region:
(1) The IMEA YOUTH are Paving the Way.
We know that young leaders are paving the way forward across the world, but I believe this is most pronounced in the IMEA region where 60% of the population is below 30 years of age. What’s especially exciting is that visionary governments, including the government of United Arab Emirates – are including tapping the youth for public offices, even assigning ministerial roles for some of our youth leaders.
For P&G IMEA – we are committed to supporting this movement through one of our most recent initiatives: the I-Dubai Innovation Center, P&G’s first Emerging Market Innovation Hub which we have established in partnership with the Dubai government. This hub aims to drive disrupting new distribution, mobile and e-commerce technologies, allowing us the opportunity to both support the region’s entrepreneurs and start-ups, as well as tap into the creativity and energy of the region’s youth.
(2) The IMEA Women are at the Forefront of Change.
Positive change isn’t just being driven by youth; women’s voices are being heard far and wide in the world today. We’ve recently witnessed governments in IMEA champion and expand women’s rights, such as Saudi Arabia’s latest initiatives to overturn the ban on women drivers. We at P&G not only support women's healthy work-life balance, but also empower them through our advertising voice. Our #LikeAGirl and #ShareTheLoad ad campaigns are some of our testimonials to advocating women’s rights and empowerment. Our commitment to support women is extended to an economic level, where our partnership with UN Women pledges to spend US$100 million on sourcing supplies from women-owned businesses across the developing world.
(3) IMEA’s Digital Transformation is Disrupting Businesses.
The new digital era is providing an important avenue for IMEA’s economies to leapfrog other regions in terms of development and connectivity. The region’s consumers have embraced technology, particularly mobile, to access both services and entertainment. M-Pesa, the most successful mobile-phone-based financial service in the developing world, was launched in Kenya. It is further evident in Saudi Arabia, which has the world’s largest numbers of YouTube viewers, as well as the UAE, which continues to push the boundaries for wireless connection and data transfers.
The Potential for a Better Future is Bold and Bright – and is centered on the convergence of sustained economic progress, rapid urbanization, and tech-savvy youth. As it stands on the cusp of vast economic and social growth, the IMEA region is only scratching the surface.
As a company deeply rooted in the IMEA region with a 70-year history, we are determined to champion IMEA’s growth, and continue to invest in the economy, in the local talent as well as lead the Region’s transformation of its retail trends. I’m interested to hear what you think. What are your thoughts on the potential for the IMEA region?
Real Estate
4 年Great! but I can't see the difference between IMEA and other regions, where having a great development in technology, a youth population (Vietnam for example),...?
Country Leader @ Amazon | Business Builder
6 年Success in IMEA mandates the success in Egypt, it’s the fastest growing economy in the region (forecast 5.8% in 2018) 2nd fastest after India in the Extended region, focusing on emerging channels, E-Commerce is the game changer especially in country of 52M Internet connected people, range extension across all categories, leverage Egypt strong economic momentum to invest & win the whole Africa region, all the best in the new role
Chief Growth Officer at Transmed
6 年This is very reassuring as for my operation. The growth of the IMEA region is what will drive our business. Lately, it has not been the case but as you say there are some fundamental drivers that will change this trend. As consumers evolve and new lifestyles develop, having the right product becomes very relevant and key to capture the opportunity. A look at the portfolio is needed to see whether consumers are being offered what the future generations aspire for.
IIP| IPI| CPP| Procter & Gamble |Ex Cavinkare| Ex J&J | Ex IPCA
6 年Hi Suran, wonderful to know your thoughts. The way to be successful in IMEA (large reagion & polulation) is to 1. Expand P&G innovative/ unique technology products with Global approach 2. For commodity tye of products and packages must be as per the local/ regional needs or regional approach. Dubai innovation center should focus on this.
Savola Foods Executive Finance Director
6 年Suran, it is excellent to hear your positive views on the region and the inspiration you carry from it in just 60 days. I would just like to add a point on the Youth of IMEA. I believe you are right that they will set the stage for the future. However, the region has gone through dramatic change in a very short time. I believe the "WHO" of IMEA youth is not yet defined and continues to be forged. It will take time until we figure that out. So i emphasize the importance of the innovation center but also emphasize the importance of the continuous understanding of the consumers. Innovation and knowing our consumers are what we need to win. The questions is: Is P&G globally ready to give IMEA what it needs?