MSEA Director General Rithaa, Three PSs Sensitize Meru Residents on NYOTA Youth Empowerment Project
By Gerald Mukembu
The Director General of the Micro and Small Enterprises Authority (MSEA), Mr. Mwenda Rithaa, together with three Principal Secretaries, on Monday led an intensive sensitization forum in Meru County to promote the National Youth Opportunities Towards Advancement (NYOTA) Project, an ambitious government initiative targeting youth employment and entrepreneurship.
Speaking during a packed forum at Kamunde Hall in North Imenti, Rithaa, accompanied by Principal Secretaries Roseline Njogu (Diaspora Affairs), Kilemi Kiburi (Cooperatives), and Gitonga Mugambi (Forestry), engaged political leaders and residents on the opportunities and processes within the NYOTA Project.
Rithaa, who took more than two hours highlighting the procedures and eligibility for youth beneficiaries, addressed a series of probing questions from area MPs Kirima Ngushine (Imenti Central), Mugambi Rindikiri (Buuri), and nominated MP Muthoni Dorothy, as well as curious residents.
He explained that NYOTA aims to improve employment, income, and savings among youth, particularly from vulnerable backgrounds.
“We are reopening applications from today, October 6, to October 12, to allow more youth to access this great opportunity. We urge all leaders to support NYOTA and adopt a positive mindset towards empowering young people.” he said.
The NYOTA initiative provides eligible youth with access to training, mentorship, business development services, financial linkages, market access, and start-up capital.
Principal Secretary Roseline Njogu, who served as the chief guest, said NYOTA is designed to promote apprenticeships, support youth-led businesses, and encourage a culture of saving.
She detailed the eligibility criteria that applicants must be Kenyan citizens aged 18–29 (or up to 35 for youth with disabilities registered with the National Council for Persons with Disabilities), hold a valid national ID, and have an education level not exceeding Form 4.
“Each ward across the country will support 70 youth, each receiving KSh 50,000 in start-up capital. We urge leaders trained today to pass this information to the youth and ensure high uptake. Ensure youths do not miss this opportunity,” she said.
Cooperatives PS Kilemi Kiburi encouraged Meru’s youth to apply, emphasizing the project’s potential to transform local economies and create sustainable livelihoods.
“This is a grand scheme under President William Ruto’s Bottom Up Economic Empowerment Agenda to empower and transform lives of our young people. Let them be wise enough so that they will have Pesa Mfukoni,” Kilemi said.
Gitonga urged chiefs and leaders present to cascade the information to Mwananchi at the grassroots level.
“During the 2022 campaign period, President Ruto promised to create jobs and empower our youths to getoney into their pockets. Once youths are supported, they become a multiplier effect, grab the opportunity,” Gitonga said.
The NYOTA application window runs nationwide from October 6 to October 12, 2025.
