Women entrepreneurs, particularly mothers, were celebrated for their contributions to family and business at the Gawad Madiskarte 2024 Awards, held at the Seda Hotel in Bonifacio Global City. The annual event, organized by Madiskarte Moms PH (MMPH) in partnership with PLDT Home, highlighted the strength and innovation of mothers balancing home, personal growth, and business.
PLDT Chief Operating Officer Menardo “Butch” Jimenez commended the awardees, emphasizing the unique role of mompreneurs. “You work wonders in three different worlds: the world of home, your own personal growth, and the world of business,” Jimenez said, addressing the awardees.
“You’re doing three times the work that men are doing.” He added that this year’s winners inspire other women to embrace entrepreneurship, which he believes will positively impact the country.
Founded during the pandemic, MMPH has grown to 191,000 members, a community where mothers support each other in starting and sustaining businesses. This year’s awards focused on sustainable practices, a priority for PLDT.
“Sustainability is not only about caring for the environment but also about gender empowerment,” said PLDT Chief Sustainability Officer Melissa Vergel De Dios. “This program allows women to dream, take action, and make a difference in society.”
Chairwoman Ermelita Valdeavilla of the Philippine Commission on Women underscored the significance of empowering women. Describing the Tagalog term madiskarte as encompassing resourcefulness and resilience, she said, “Madiskarte is a powerful word.” She noted it takes multiple English words—such as strategic, inventive, resourceful, and proactive—to convey its full meaning.
Diverse range of businesses represented
The 2024 Gawad Madiskarte Awards recognized eight women for their entrepreneurial achievements in categories for start-up and scale-up businesses, as well as special awards. More than 100 applications were submitted, with 17 finalists selected.
Judges included industry leaders such as Jimenez, SM Supermalls’ EVP for Marketing Jonjon San Agustin, designer and mompreneur Tweetie de Leon, Mayumi Organics founder Angelica Chongco, journalist Pia Hontiveros, and GMA Films President Annette Gozon-Valdes.
In the Diskarteng Angat category, Stephanie Morales won for her start-up Pixellab, a self-portrait studio, while Ricca Cruz del Rosario was honored for her scale-up business, HTP Clothing, which has grown from selling her personal clothes to a brand that moves about 30,000 pieces a month.
In the Diskarteng Eco-Friendly category, Melissa Blanca Moscoso’s Xavier & Xandrie was recognized for repurposing discarded flour sacks into bags, and Bianca Mateum’s Isay Bags won for upcycling waste into storage items.
The Diskarteng May-Puso award went to Avon Tuazon Obedoza, who started Bahay Ugnayan Educational Services, an after-school tutoring center, and Alona Bazar Laylo for her diaper brand, Jobiba Baby Diapers and Wipes.
Each winner in the main categories received P100,000 in cash, Lalamove vouchers worth P10,000, and appliances.
Special awards for entrepreneurial spirit
Among the special awards, the Entrepreneurial Spirit Award went to Jenilyn P. Sicabalo for her MP Nieva Flower Shop, which grows abaca for bouquet wraps. Sicabalo received P50,000, Lalamove vouchers, and kitchen appliances.
MK Bertulfo, founder of FH Moms, received both the Diskarteng Digital and Diskarteng Homebiz awards for her work helping micro and small enterprises navigate digital business strategies. Her training programs provide mothers with skills in e-commerce and online business. Bertulfo won a total of P100,000, along with vouchers and appliances.
In closing, Jimenez expressed gratitude to the MMPH community for demonstrating resilience and mutual support.
“Mompreneurs are showing bravery and perseverance in running their home businesses and have continually supported each other in the journey to growth and success,” he said.
