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President William Ruto announced that the selection process for 100,000 young Kenyans to receive KSh 50,000 business grants under the NYOTA Project commenced on Monday, October 13, 2025, aiming to tackle youth unemployment and foster entrepreneurship across all 47 counties.
Interviews to select 100,000 young entrepreneurs, each set to receive a KSh 50,000 business grant, began across all sub-counties on Monday, October 13, 2025. President William Ruto announced the nationwide rollout of the National Youth Opportunities Towards Advancement (NYOTA) Project, a KSh 5 billion initiative jointly funded by the Kenyan government and the World Bank.
The programme aims to empower approximately 70 youth in each of Kenya's 1,450 wards to launch and expand their businesses. President Ruto emphasised that the initiative seeks to harness the energy, talent, and expertise of young people to transform the nation.
Youth unemployment remains a significant challenge in Kenya. The Kenya National Bureau of Statistics (KNBS) 2019 Population and Housing Census indicated that youth aged 15-34 years constituted 36.1% of the total population. An estimated 35% of young men and women between 18-34 years are either unemployed or underemployed. The overall youth unemployment rate (ages 15-24) for Kenya in 2024 was 11.93%, a slight decline from 12.01% in 2023.
The government has historically implemented various strategies to address youth empowerment, including the National Youth Policy (2007), the National Youth Council (NYC) Act (2009), and the Youth Enterprise Development Fund (YEDF), established in 2006. The YEDF, a flagship project of Vision 2030, focuses on enterprise development to increase economic opportunities for youth. However, past evaluations have highlighted challenges such as mismanagement and ineffective implementation, limiting its impact.
The NYOTA Project is a five-year initiative designed to unlock the potential of Kenya's youth by addressing unemployment, expanding income-generating opportunities, and fostering a culture of savings and entrepreneurship. It builds upon previous initiatives like the Kenya Youth Employment and Opportunities Project (KYEOP). The project's development objectives are to increase employment, earnings, and promote savings among targeted youth.
The initiative is structured with four key interventions: improving youth employability, expanding employment opportunities, supporting youth savings, and strengthening youth employment systems. The Micro and Small Enterprises Authority (MSEA) is responsible for implementing the component focused on expanding employment opportunities, which includes providing business capital, training, mentorship, and financial linkages.
President Ruto, speaking on Sunday, October 12, 2025, during the inauguration of the Nairobi Archdiocese of the African Independent Pentecostal Church of Kenya, reiterated the government's commitment to empowering young people. Principal Secretaries were dispatched across all counties to oversee the implementation of this financial empowerment project.
The NYOTA program is open to Kenyan youth aged 18 to 29 years, and up to 35 years for persons with disabilities. Applicants should have a Form Four level of education or below and be unemployed, underemployed, or working in low-income jobs. The government has clarified that the KSh 50,000 is a grant, not a loan, intended to empower jobless youth to start small businesses. However, individuals who have defaulted on the Hustler Fund will not be eligible for NYOTA grants.
The KSh 50,000 grants will be disbursed in two tranches of KSh 25,000 each, subject to beneficiaries meeting training and mentorship requirements. A portion of each tranche (KSh 3,000) will be automatically deposited into the beneficiary's NSSF 'Haba Haba' savings scheme account to promote a savings culture.
While the NYOTA Project presents a significant opportunity for youth empowerment, effective implementation and oversight will be crucial. Past youth initiatives have faced challenges related to mismanagement and ensuring equitable access. The government has emphasized transparency and accountability to prevent corruption.
The success of the program will be measured not only by the number of recipients but also by the sustainability and growth of the businesses established. Monitoring teams will work with county youth officers to follow up on funded projects and provide ongoing guidance.
While the application process through the USSD code *254# is designed for accessibility, ensuring that all eligible youth, particularly those in remote areas with limited network access, can apply effectively remains a consideration. The selection process, which involves a randomised approach after eligibility screening, aims for fairness.
The coming weeks will see the continuation of interviews and training sessions across the country, leading up to the national launch and initial grant disbursements. The effectiveness of the mentorship and business development support components will be key to the long-term success of the youth enterprises. Stakeholders will be closely watching the transparency of the selection process and the initial impact of the grants on youth employment and income generation.
