County Launches Youth Enterprise Program to Support Startups

Government Launches NYOTA Sensitization Campaign Across All 47 Counties
The Government of Kenya has officially launched a nationwide sensitization campaign for the National Youth Opportunities Towards Advancement (NYOTA) Project, aiming to equip young Kenyans with skills, enterprise support, and employment opportunities. The campaign, running from 6th to 12th October, is part of the government’s broader commitment to youth empowerment through the State Department for Youth Affairs and Creative Economy.
Following a high-level meeting at State House, President William Ruto directed the adoption of a whole-of-government approach to ensure smooth project implementation across all counties. Principal Secretaries, County Commissioners, and National Government Administrative Officers (NGAOs) were dispatched to mobilize youth at the grassroots and guide them on accessing NYOTA’s opportunities. We are investing in our youth, unlocking opportunities, and driving enterprise and innovation across Kenya, President Ruto said, emphasizing that the initiative is now fully ready for nationwide rollout.
The NYOTA Project, funded by the World Bank, targets unemployed and underemployed youth aged 18–29 years, and up to 35 years for persons with disabilities. It focuses on those with secondary-level education or below and offers three core interventions:
On-the-Job Experience (OJE): Structured apprenticeships for youth to gain hands-on technical and workplace skills. This intervention targets 90,000 youth nationwide, approximately 62 per ward.
Recognition of Prior Learning (RPL): Certification for skills gained informally, especially for artisans and master craftsmen, helping them access formal employment. This intervention targets 20,000 youth.
Business Support: Seed capital of KSh. 50,000 per youth to start or expand small businesses. This round targets 100,000 young entrepreneurs across all wards, with over 1 million applications already received.
A key pillar of NYOTA is promoting financial inclusion, encouraging beneficiaries to cultivate savings habits and link with banks, SACCOs, and microfinance institutions for sustainable growth beyond grant support. The project also extends opportunities to vulnerable groups, including refugee youth in Kakuma and Dadaab, ensuring inclusive economic participation.
The official launch of the program and the disbursement of the first business grants are scheduled for late October 2025, with successful applicants receiving notifications through NYOTA’s official SMS channels. The initiative underscores the government’s commitment to enhancing youth employability, supporting enterprise development, and strengthening systems that foster Kenya’s socio-economic transformation