How Sanara is turning creative talent into sustainable businesses

Access to finance has long been one of the biggest barriers facing Kenya’s creative sector, preventing many talented entrepreneurs from growing their businesses despite increasing demand for creative products and services.

A programme known as Sanara is demonstrating that combining financing with business development, technical skills training and market access can help creative enterprises become sustainable businesses while creating jobs for young people.

Supported by the Mastercard Foundation and implemented by HEVA Fund, SNDBX Ubuntu, Baraza Media Lab and GoDown Arts Centre, the initiative has deployed more than KES 1.2 billion through commercial financing and grants.

It has reached over 330 creative enterprises, equipped more than 20,000 young creatives with business and technical skills, and supported more than 3,000 creative startups across Nairobi, Mombasa, Nakuru, Kisumu, Kakamega and Turkana counties.

Demand for the programme’s Ota loan facilities has reached nearly KES 4 billion, highlighting the significant financing gap that still exists within Kenya’s creative economy.

According to HEVA Fund Programme Manager Tabitha Masese, the programme shows that creative businesses become stronger when financing is integrated with enterprise development, technical training and market access.

“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.”

Masese said financing alone is not enough to unlock the sector’s potential.

She noted that combining capital with business support and market opportunities helps creative enterprises become more resilient, commercially competitive and better positioned to attract additional investment.

The programme has also prioritised inclusive financing, with nearly 63 percent of supported enterprises being women-led and about 30 percent of beneficiaries accessing formal credit for the first time.

Beyond financing, the initiative has helped entrepreneurs strengthen business management and governance while improving their commercial competitiveness.

One example is the Ota Pepea Access to Market Initiative, which enabled refugee creatives from Turkana County to showcase their products in Nairobi, connect with new buyers and access international markets.

Masese also said expanding opportunities for women, first-time borrowers, refugees and other underserved entrepreneurs is strengthening economic outcomes while making the creative sector more inclusive.

The initiative is also working with county governments to strengthen creative economy policies and map creative infrastructure, creating a more supportive environment for long-term investment.

Lessons shared during the Sanara Creative Economy Learning Forum identified access to finance as the sector’s biggest challenge while highlighting blended financing, business development services, technical skills and supportive policies as key to sustainable growth.

Kenya’s creative economy contributes more than five percent of the country’s Gross Domestic Product and is one of the country’s fastest-growing sectors.

However, stakeholders say unlocking its full potential will require stronger collaboration between government, financial institutions, investors and development partners.

The programme’s experience suggests that investing in creative enterprises goes beyond providing capital.

Combining finance with skills development, market access and an enabling policy environment can help transform creative talent into thriving businesses that create jobs, strengthen livelihoods and contribute to Kenya’s economic growth.

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