President William Ruto has launched the NYOTA Project Business Start-Up Capital disbursement for six counties in the North Rift region, marking a major boost for youth-led enterprise development. The initiative targets thousands of young Kenyans with direct capital support aimed at helping them start and expand small businesses across the region.
A total of Ksh.235,575,000 will be disbursed to 9,423 youths drawn from Uasin Gishu, Elgeyo Marakwet, Nandi, Trans-Nzoia, Turkana, and West Pokot counties. Each beneficiary will receive Ksh.25,000, structured to balance immediate business needs with long-term financial discipline. From the total amount, Ksh.22,000 will be deposited into the Pochi La Biashara Wallet to support day-to-day business operations, while Ksh.3,000 will be deposited into the Haba Na Haba savings account under the National Social Security Fund to promote a culture of saving among young entrepreneurs.
Speaking during the launch in Eldoret, Uasin Gishu County, President Ruto emphasized the importance of fairness and access in youth empowerment programmes. He described the NYOTA Project as “a benchmark for transparency and inclusivity,” noting that it gives “every young Kenyan an equal chance through a fully digitised process.” The president underscored that the system ensures accountability while removing barriers that have historically locked young people out of financial support.
The NYOTA Project forms part of a broader national strategy focused on job creation and enterprise development. President Ruto said the programme complements other government interventions, including opportunities within the affordable housing project, labour export initiatives, and the growing digital economy. Together, these efforts aim to create multiple pathways for young people to earn, save, and scale their economic activities.
How will the NYOTA Project support youth businesses?
Beyond direct cash disbursement, the programme is designed to lower the cost of doing business and provide an enabling environment for growth. Governors from the six beneficiary counties pledged their support by committing to waive business licence fees and cess charges for NYOTA beneficiaries. This move is expected to ease operational pressure on start-ups and allow young entrepreneurs to reinvest more of their income into expansion.
County governments also promised to provide additional enterprise development funds for beneficiaries who demonstrate growth potential and require further capital. This layered support approach is intended to ensure that the initial Ksh.25,000 acts as a foundation rather than a one-off intervention.
During a high-level mentorship session hosted by Susan Mangeni, Principal Secretary in the State Department for MSMEs Development, President Ruto shared his personal journey as a hustler in Maili Tisa. He encouraged young people to remain resilient and proactive, urging them to take advantage of existing government tools such as the Hustler Fund, Uwezo Fund, and the Micro and Small Enterprises Authority to strengthen and scale their ventures.
Cabinet Secretary for Cooperatives and MSMEs Development Wycliffe Oparanya framed the NYOTA Project as a historic milestone. He described it as “the largest youth job creation exercise in Kenya’s history,” adding that it guarantees fairness with “at least 70 beneficiaries reached in each of the 1,450 wards across the country.” This nationwide coverage aims to ensure that youth in both urban and rural areas benefit equally from the initiative.
What additional opportunities will follow for beneficiaries?
Cabinet Secretary for Youth Affairs, Creative Economy and Sports Salim Mvurya urged beneficiaries to invest the funds responsibly, stressing that the programme extends beyond initial capital. He noted that additional components, including Job Experience and Recognition of Prior Learning, will be rolled out after the completion of business support activities. These components are expected to enhance employability, validate skills, and open more opportunities for youth participation in the economy.
On the legislative front, National Assembly Trade and Cooperatives Committee Vice Chair Marianne Keitany revealed that Parliament is considering the Start-Up Bill. The proposed law seeks to improve the operating environment for micro, small, and medium enterprises by mainstreaming business development services, enabling licence waivers, and establishing structured capital support frameworks.
By Lucky Anyanje