Kenya’s creative economy has received a major boost after Sanara disbursed more than Ksh 1.2 billion in commercial financing and grants to support creative businesses, as demand for funding in the sector continues to rise.
The programme has financed more than 330 creative enterprises, trained over 20,000 young creatives in business and technical skills, and supported more than 3,000 creative startups across Nairobi, Mombasa, Nakuru, Kisumu, Kakamega and Turkana counties.
Backed by the Mastercard Foundation and implemented by HEVA Fund, SNDBX Ubuntu, Baraza Media Lab and GoDown Arts Centre, Sanara is seeking to strengthen Kenya’s creative economy by combining financing with business development, technical training, market access and policy support.
The programme says demand for its Ota loan facilities has reached approximately Sh4 billion, underscoring the significant financing gap facing creative entrepreneurs and the growing need for investment in the sector.
Sanara’s financing portfolio also reflects a focus on inclusive growth. About 63 per cent of the enterprises that have received funding are women-led, while nearly 30 per cent of beneficiaries are first-time borrowers, giving many entrepreneurs access to formal financing for the first time.
Speaking during the Sanara Creative Economy Learning Forum in Nairobi, HEVA Fund Programme Manager Tabitha Masese said the programme has shown that creative enterprises can become commercially viable when they receive the right support.
“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. The insights emerging from Sanara provide practical evidence that can inform future investment, financing models and public policy,” she said.
Creative businesses
Beyond financing, the programme is supporting creative businesses through technical skills development, market linkages, creative infrastructure mapping and policy support in two counties to create an environment that encourages long-term growth and private sector investment.
Sanara has also expanded opportunities for underserved groups, including women, refugees, persons with disabilities and first-time borrowers.
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, demonstrating the role of market access in helping creative businesses grow.
According to the programme, its experience has highlighted five key priorities for strengthening Kenya’s creative economy. These include improving access to finance, integrating business development with technical skills training, adopting blended financing models that combine grants and commercial capital, expanding inclusive financing, and strengthening policies and creative infrastructure to attract investment.
The findings were presented at the Sanara Creative Economy Learning Forum, which brought together investors, financial institutions, policymakers, development partners and creative industry leaders to discuss strategies for accelerating growth in the sector.
The forum concluded with a call for stronger collaboration between government, investors, financial institutions and development partners to increase investment in Kenya’s creative industries and position the sector as a key driver of employment, innovation and economic growth.
Kenya’s creative economy contributes more than five per cent of the country’s Gross Domestic Product and is among its fastest-growing sectors. However, stakeholders say unlocking its full potential will require greater access to finance, business development support and market opportunities for creative enterprises.
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