The Heart of the Program
About us
Where Arts Meets Business
The Story of sanara
Bridging the Gap
The name Sanara is born from a powerful fusion of two Swahili words: Sanaa (Arts) and Biashara (Business). For too long, the narrative in Kenya has suggested that creative talent is merely a hobby or a side-hustle. Sanara was created to change that narrative. We believe that your creativity is a professional force, an economic engine, and a pathway to a sustainable future. Sanara isn't just a program; it's a movement to professionalize the "Sanaa" through the lens of "Biashara," ensuring that your artistry is matched by your business acumen.
Our Purpose: A Three-Year Vision for Impact
Launched as a three-year initiative in partnership with the Mastercard Foundation and led by HEVA Fund, Sanara is designed to be the catalyst for the next generation of creative leaders. Our focus is clear: to provide 110,000 young women and men (aged 18-35) with the tools they need to transition from informal work to dignified, stable careers.
We are intentionally regional, operating across six key counties that represent the diverse heartbeat of Kenyan creativity:
- Nairobi & Mombasa: The hubs of commercial fashion, film, and global trade.
- Kisumu & Nakuru: Rising centers for audiovisual content, music, and performance arts.
- Kakamega & Turkana: Frontiers of rich cultural heritage, artisanal craftsmanship, and untapped creative potential.
In every location, we prioritize inclusivity, with a specific focus on empowering women (70% of our target), supporting refugees, and providing accessible paths for people with disabilities.
Defining the Creative Industry
The Value Chains We Support
sanara recognises the vast diversity of Kenya's creative landscape. We have categorised our support into three primary value chains, each representing a distinct engine of growth and employment.
1
The Makers of Style
Fashion, Garments, and Accessories
From designers and tailors to makeup artists and e-commerce platforms
From the first sketch to the final stitch, we support the entire lifecycle of fashion. This chain includes visionary fashion designers, tailors, and traditional bead makers who blend heritage with modern trends. It also encompasses the beauty and personal care industry—makeup artists, hair and beauty stylists, nail technicians, and tattoo artists who refine the aesthetic of our culture. Finally, we back the manufacturers and e-commerce platforms that provide the infrastructure to bring these products to local and international markets.
2
The Pulse of Culture
Live Performance
For bands, musicians, DJs, theatre groups, event organisers, and more
We celebrate the energy of the stage and the people who make it happen. This chain is for the performers—bands, solo musicians, DJs, theatre groups, comedians, dancers, and acrobats. We also recognize that a performance is a business that requires a village; therefore, we support the essential infrastructure including event organizers, ticketing platforms, and venue managers who ensure that Kenyan artistry is experienced and valued in real-time.
3
Audiovisual Storytelling
Film, TV and Content Creation
filmmakers, photographers, podcasters, game developers, and VR professionals
In a digital-first world, we empower those who capture our imagination through sight and sound. This chain serves photographers, filmmakers, scriptwriters, and music producers. We also support the new frontier of digital influence—podcasters and content creators—as well as the high-tech builders of tomorrow, including game developers and professionals working in Virtual Reality (VR). Whether on a traditional stage or a digital platform, we help you master the craft of storytelling.
Our Mission
We are here to dismantle the barriers that hold creatives back. By providing a holistic ecosystem of industry-standard training, fair financial products, and advocacy for safe work environments, we turn artistic passion into professional reality.
Our North Star
Our Vision
We envision a vibrant, equitable Kenyan creative economy where every young artist, designer, and performer has the resources to thrive, lead a fulfilled life, and contribute meaningfully to their community and country.
A 360-Degree Support System
our Partner Ecosystem
sanara is not a solo effort. It is powered by a consortium of Kenya's most respected creative and financial institutions. Each partner brings a specialised "superpower" to your journey.
Mastercard Foundation
Visionary and Enabling partner
Enabling large-scale youth employment. Their "Young Africa Works" strategy provides the foundation for Sanara to create path-breaking opportunities for youth.
HEVA Fund
Lead Implementing Partner
The financial architects. HEVA manages the overall program and provides the strategic framework and tailored financial products (loans and grants) that give creative businesses the capital they need to breathe and grow.
Baraza Media Lab
Skilling Lead
The skill-builders. Baraza oversees the "Skilling for Work" pillar, managing a network of technical partners to ensure you receive training that meets international industry standards.
SNDBX-Ubuntu
BDS Lead
The business doctors. They focus on the "Business Development Services" (BDS), providing the mentorship, market entry strategies, and financial management tools needed to move from a "hustle" to a formal company.
GoDown Arts Centre
Safe Work Lead
The cultural guardians. GoDown leads the drive for "Fair & Safe Work Environments," advocating for policies and standards that protect creatives from exploitation and ensure a sustainable future for the industry.
We believe...
Our North Star
Our Mission
We are here to dismantle the barriers that hold creatives back. By providing a holistic ecosystem of industry-standard training, fair financial products, and advocacy for safe work environments, we turn artistic passion into professional reality.
Our Vision
We envision a vibrant, equitable Kenyan creative economy where every young artist, designer, and performer has the resources to thrive, lead a fulfilled life, and contribute meaningfully to their community and country.