Sanara Deploys KES 1.2 Billion to Power Kenya's Creative Economy

Kenya's creative economy just received one of its most significant votes of confidence yet. 

Sanara, a programme supported by the Mastercard Foundation and implemented by HEVA Fund, SNDBX Ubuntu, Baraza Media Lab and GoDown Arts Centre, has deployed more than KES 1.2 billion in commercial financing and grants, reaching creative enterprises across six counties: Nairobi, Mombasa, Nakuru, Kisumu, Kakamega and Turkana.

The numbers tell a compelling story. Over 20,000 young creatives have been equipped with business and technical skills. More than 330 creative enterprises have gained access to finance. Over 3,000 creative startups have received grant support. And demand for Sanara's Ota loan facilities has already hit approximately KES 4 billion, a figure that underscores just how significant the gap between available capital and actual need has been.

Why This Investment in Kenya's Creative Industries Matters

For years, Kenya's creative sector has operated with enormous potential but limited access to the financial infrastructure needed to scale. Sanara is directly addressing that gap. The programme combines commercial financing with business development services, technical training and market access support, creating a more complete pipeline for enterprise growth rather than simply writing cheques and stepping back.

The results of that integrated approach are beginning to show. Creative businesses that access financing alongside development support are emerging more investment-ready, with stronger governance structures, improved commercial viability and the foundations needed to attract additional private sector interest.

Kenya's creative economy already contributes more than 5% of the country's GDP and remains one of its fastest-growing sectors. Sanara's model is building the case that it deserves to be treated as a serious, investable asset class.

Inclusive Growth at the Centre of the Creative Economy Fund

One of the most striking aspects of Sanara's financing portfolio is its deliberate focus on inclusion. Nearly two thirds of financed enterprises are women-led, while around 30% of beneficiaries are first-time borrowers, entrepreneurs who have historically been locked out of formal financial institutions.

The programme is also reaching beyond urban centres. 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. It is a concrete example of how market access, when paired with financial support, can translate into real business growth and improved livelihoods.

What the Sector Needs Next

The Sanara Creative Economy Learning Forum, held in Nairobi on 2 July 2026, brought together investors, financial institutions, policymakers, development partners and industry leaders to unpack these findings. Five key insights emerged from the forum.

Access to finance remains the sector's single biggest constraint despite strong demand. Business development and technical skills are most effective when delivered together. Blended financing models that combine commercial capital with grants unlock more sustainable growth. Inclusive financing strengthens overall economic outcomes, particularly for young women, refugees, persons with disabilities and first-time borrowers. And long-term sector competitiveness depends on supportive policy, creative infrastructure and strong industry ecosystems.

Tabitha Masese, Programme Manager at HEVA Fund, put it plainly: "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 forum closed with a clear call to action: stronger collaboration between government, financial institutions, investors and development partners to scale investment in Kenya's creative industries. The sector has the talent, the demand and now the evidence. What it needs is sustained commitment at every level.