By Eddah Waithaka
The second cohort of The Twende Digital Project, a pioneering endeavor undertaken by the Kenya Private Sector Alliance (KEPSA) in partnership with Twiva, has been officially inaugurated. This initiative seeks to tackle youth unemployment and elevate the digital capacities of small and medium-sized enterprises (SMEs) via the realm of social commerce.
In Nairobi, the inaugural ceremony signifies a pivotal juncture in reshaping the employment terrain for Kenya’s youth and domestic enterprises. Building upon the successes of its forerunner, which wrapped up in July 2024, having established and enhanced more than 1,000 positions, the fresh initiative strives to foster an extra 2,000 job opportunities. This endeavor aligns with a goal of reaching a total of 3,000 jobs by the middle of 2025.
Enrollees will benefit significantly from vital backing such as connections to financial resources, healthcare, and retirement perks, coupled with a promise to boost productivity within the workplace.
The comprehensive strategy of the program establishes an interconnected ecosystem of shared value, which serves to advantage both small and medium enterprises (SMEs) and the younger demographic. Dr. Ehud Gachugu, currently serving as the Acting Deputy CEO and Global Director of Youth & Jobs at KEPSA, underlined the harmonious relationship engendered by the initiative: “Twende Digital engenders a potent synergy, enabling SMEs and youth to progress in unison. SMEs acquire crucial digital proficiency and market entry, while young individuals secure meaningful employment opportunities as resellers through social and influencer marketing tactics. This mutually beneficial framework promotes economic advancement and resilience, contributing to narrowing the unemployment disparity in Kenya.”
Paul Ngugi, the Deputy Country Lead at the Challenge Fund for Youth Employment (CFYE), articulated the project’s expansive vision by asserting, “Our dedication lies in fostering the generation of around 230,000 employment opportunities for youth on a global scale by the year 2026. Within our strategic alliances, Twende Digital emerges as a pivotal collaboration. This undertaking yields concrete results, not solely in the quantity of job placements but also in the substantial impact on livelihoods and the revitalization of enterprises.”
A representative of the initiative highlighted, “Through the empowerment of young adults as influencers and digital marketers, we furnish them with dignified employment while concurrently enhancing the competitive prowess of SMEs in the current digital landscape.” Bolstered by the support of KEPSA, enrolled SMEs stand to gain exclusive perks encompassing financial backing and avenues to target markets, essential elements for the advancement and expansion of their business ventures.
Utilizing cutting-edge tactics like social commerce and influencer marketing, the program aims to deliver meaningful employment opportunities for young individuals while simultaneously equipping SMEs with a competitive advantage. A spokesperson for the project remarked, “Through the empowerment of young people as influencers and digital marketers, we’re not only offering them dignified employment but also enhancing the competitive position of SMEs in today’s digital era.” Supported by KEPSA, SMEs partaking in the initiative will receive specialized advantages, such as access to financial resources and market prospects crucial for fostering business expansion and progression.
Harrison Ngatia, the Chief SME and Enterprise Development, emphasized the benefits for SMEs that become part of the alliance: “By joining KEPSA, SMEs business resources, training opportunities, and policy advocacy. The Twende Digital initiative provides these businesses with advanced digital tools market reach.”
The Twende Digital Project is broadening its scope to encompass multiple counties, such as Nairobi, Mombasa, Kisumu, Kiambu, Nyeri, Kakamega, Uasin Gishu, Nakuru, and Machakos. This growth aims to enhance the program’s influence throughout all areas, with a special focus on marginalized and underserved communities.
The partnership between KEPSA and Twiva, backed by CFYE, illustrates the strength of collaboration and innovation in generating sustainable economic prospects for young people and enterprises in job creation and digital empowerment, the Twende Digital’s economy.
