HEVA Fund programme manager Tabitha Masese, investment director Pamela Mutembei, Mookh co-founder George Gachui and Nairobi county city culture and arts deputy director Stella Kemunto during the Sanara Insights Forum / HANDOUT
More than 20,000 young creatives across six counties in the country are set to benefit from a Sh1.2 billion funding programme aimed at equipping them with business and technical skills.
This is under the Sanara Programme by the Mastercard Foundation, which has expanded access to finance for over 330 creative enterprises, strengthened market access, supported more than 3,000 startups through grants, and is helping shape stronger creative economy ecosystems across Kenya.
Kenya’s creative economy contributes more than five per cent of the country’s GDP and is one of its fastest-growing economic sectors, underscoring its potential to drive inclusive growth and create jobs.
However, experts say unlocking this potential requires addressing persistent barriers that limit creative enterprises’ access to finance, business development support, and market opportunities.
The programme is being implemented in partnership with HEVA Fund (a financial catalyst for Africa’s creative economy), SNDBX Ubuntu (a Nairobi-based business growth accelerator and philanthropic arm of SNDBX International), Baraza Media Lab and GoDown Arts Centre.
Under the funding programme unveiled in Nairobi yesterday, Sanara is providing evidence that Kenya's creative economy is a viable investment destination when access to finance is combined with enterprise development, market access and supportive public policy.
Demand for the Ota loan facilities has reached approximately Sh4 billion, highlighting both the scale of unmet demand for creative finance and the significant opportunity for increased investment in Kenya's creative economy.
The Ota loan is a financing option in Kenya designed specifically for the creative and cultural industries, with an interest rate of as low as nine per cent per annum.
The financing portfolio reflects a deliberate focus on inclusive growth.
Nearly two-thirds (63%) of financed enterprises are women-led, while approximately 30 per cent of beneficiaries are first-time borrowers, expanding access to formal finance for entrepreneurs who have historically been underserved by traditional financial institutions.
Speaking during the forum, HEVA Fund programme manager Tabitha Masese said the creative economy is increasingly proving to be an investable sector.
“Our experience shows that when entrepreneurs have access to appropriate financing, business development support, technical skills and markets, they build resilient enterprises capable of creating jobs and contributing to economic growth,” she said.
The insights emerging from Sanara provide practical evidence that can inform future investment, financing models and public policy, Masese noted.
Beyond financing, Sanara is strengthening the foundations of the creative economy through technical skills development, market linkages, creative infrastructure mapping and policy support in two counties, creating conditions for long-term enterprise growth and increased private sector investment.
Through targeted partnerships, Sanara is also expanding opportunities for refugees, persons with disabilities and other underserved entrepreneurs.
Under the Ota Pepea Access to Market Initiative, refugee creatives from Turkana have showcased their products in Nairobi, secured new buyers and accessed international markets, illustrating how market access can translate into business growth and improved livelihoods.
Alongside enterprise financing, Sanara is working with county governments to strengthen creative economy policy frameworks and undertake creative infrastructure mapping, helping establish an enabling environment for investment and long-term sector competitiveness.
