In to its third year, Kimberly-Clark (K-C) and its digital innovation lab (D'Lab), has invited start up companies for open-source innovation to the consumer package goods category through its K-Challenge.

“K-C has also invited entrepreneurs from around the globe to help identify potential ‘Tech for Life’ solutions for the K-Challenge,” a press release from the company said.

The K-Challenge program is primarily focused on proven solutions in location-based technologies; omni-channel commerce experiences; data and predictive analytics; content and media experiences and on-internet-of-things or wearables or connected devices.

Select startups from the K-Challenge program will work on pilot programs with Kimberly-Clark brands in one or more of its geographic regions around the world.

They will also benefit from Kimberly-Clark's global experience, distribution, and mentorship to develop their companies further while testing their products on a global scale.

According to the press release, to be eligible for the K-Challenge, a startup company must have a working tech solution, and be funded at seed level or above.

"Consumers continue to erase the boundaries that once defined distinct marketing channels,” Clive Sirkin, chief marketing officer at K-C said.

“That requires us to be relentless in our commitment to marketing, technology, and innovation, and within that, accessing the very best open-source innovation," he added.

"We want to ensure our trusted brands continue to meet the needs of our digitally savvy consumers in new and innovative ways," Sirkin noted.

Kimberly-Clark markets brands like Kleenex, Scott, Huggies, Pull-Ups, Kotex and Depend in more than 175 countries and most of these brands hold the No. 1 or No. 2 share position in 80 countries. (AR)