Government Welcomes Grab’s Push to Digitally Empower Cavite’s MSMEs
Cavite, Philippines – November 12, 2025 – The provincial government of Cavite has welcomed the launch of Grab Asenso: Digital Diskarte, a flagship initiative by Grab Philippines that aims to accelerate the digital transformation of micro, small, and medium enterprises (MSMEs) in the region. This public-private partnership is seen as a vital step toward realizing the national digitalization agenda and fostering inclusive economic growth.
The program, which includes a tech- and AI-first learning caravan, is designed to equip thousands of local entrepreneurs with essential digital tools. These include mobile-first marketing strategies, artificial intelligence (AI) assistants, and modern payment solutions that can help MSMEs thrive in an increasingly digital marketplace.
CJ Lacsican, Grab Philippines Vice President for Cities, emphasized the broader vision behind the initiative: “True national progress is built on creating equitable growth beyond the capital. Cavite, strategically located adjacent to Metro Manila, exemplifies the high potential within our provincial economies.” She reiterated Grab’s commitment to co-developing digital infrastructure and training programs that connect local businesses to the wider digital economy.
The province’s readiness for digital growth is evident. According to Grab’s internal data, its MSME community in Cavite has expanded by 72% annually from 2023 to 2025. This surge has driven a 152% increase in GrabFood delivery demand over the past year. Impressively, Cavite now accounts for 30% of all 5-Star Eats merchants in Greater Manila, which includes Bulacan, Laguna, and Rizal.
Local business owners are already seeing the benefits. Liz and Benjamin Rufino, owners of Sarios Restaurant and part of the GrabFood 5-Star Eats community, shared how they leveraged Grab’s promotional tools to grow their business. “We started small with simple discounts, but once we saw how effective they were, we went all-in,” said Liz Rufino. “Our sales doubled, even tripled.”
The initiative also introduces the Merchant AI Assistant, a built-in feature in the GrabMerchant app that automates marketing and storefront management. Additionally, the Tap & Scan To Pay feature allows any NFC-enabled smartphone to accept credit card and QR-PH payments—eliminating the need for costly hardware. This is complemented by Income Protection Coverage, Merchant Quick Cash Loans, and Self-Serve Ads, providing a comprehensive support system for MSMEs.
As the Department of Information and Communications Technology (DICT) continues to push for more digital livelihoods across the country, initiatives like Grab Asenso serve as a model for how the private sector can partner with government to uplift local economies and ensure no region is left behind in the digital age.
