Principal Secretary for Livestock Development Jonathan Mueke and Kitui South MP Rachael Kaki Nyamai on Monday led County administration officers and local leaders in a high-level sensitization exercise on the NYOTA Project, ahead of its much-anticipated national launch.
The NYOTA Project — short for National Youth Opportunities Towards Advancement — is a government-backed youth empowerment initiative aimed at transforming the lives of over 820,000 young Kenyans through access to start-up capital, business training, and skills certification. The project is part of the government’s wider strategy to create jobs, build small enterprises, and boost youth innovation across the country.
Speaking while opening the NYOTA Sensitization Forum in Kitui, PS Mueke called on national and county leaders to work together in ensuring that young people in every constituency are informed and prepared to benefit from the transformative program.
“NYOTA is not just another government program — it’s a bridge to opportunity. We are giving every young Kenyan a fair chance to dream, work, and succeed,” said Mueke.
The PS emphasized that the KSh 50,000 financial support under NYOTA is a grant, not a loan, dispelling misinformation circulating in some counties.
“The money is meant to help young entrepreneurs start and grow businesses — it’s not repayable. All we ask is that beneficiaries put it to good use,” he added.
Joining him at the event, Kitui South MP Rachael Kaki Nyamai lauded the initiative as a timely intervention for youth in rural areas struggling with unemployment and limited access to capital.
“For too long, our young people have been full of ideas but locked out of opportunities. NYOTA is the push they’ve been waiting for — a platform to turn ideas into income and passion into purpose,” Kaki said, urging local leaders to mobilize maximum participation.
The sensitization brought together county commissioners, chiefs, sub-county administrators, and youth officers, who were tasked with cascading information to the grassroots ahead of the official launch. The forum also addressed common challenges, including low awareness, digital access, and misconceptions about eligibility and funding terms.
The national NYOTA Project launch — spearheaded by the Ministry of Youth Affairs and Creative Economy in partnership with the World Bank — is set to be rolled out simultaneously in all counties. The initiative aligns with President William Ruto’s broader economic agenda to stimulate youth-driven enterprises as engines of local development.
Under the first phase, beneficiaries will receive up to KSh 50,000 each for business support and certified training in entrepreneurship and vocational skills. The application window officially opened this week and runs until 12th October 2025.
📲 To apply, dial 254# and follow the prompts to register and submit your business idea.
With the sensitization now in full swing, PS Mueke affirmed that the national government will continue supporting counties like Kitui to ensure smooth coordination and equitable access across all regions.
“This is about building an empowered generation — one that is job creators, not job seekers,” he concluded.
