BREAKING BARRIERS: WOMEN EMERGING AS KEY DRIVERS RE-DEFINING BUSINESS IN KENYA

RWK Africa CEO Dr. Regina King'ori speaking during the Dependable Brands Awards Ceremony

Women are steadily taking charge of entrepreneurship in Kenya and across the globe, emerging as a powerful force behind innovation, job creation, and economic growth.

Globally, data from the World Bank shows that one in every three businesses has at least one female owner, a figure that continues to rise as more women venture into enterprise. In fact, the number of startups founded by women has doubled in recent years, signaling a significant shift in the global business landscape.

Beyond numbers, studies indicate that women-led businesses are more inclined to adopt sustainable practices, often integrating innovation with digital solutions to build resilient and future-focused enterprises. 

Financial projections by Mastercard and the International Finance Corporation (IFC) further underscore this potential, estimating that up to USD 28 trillion could be added to the global GDP if women’s business ownership reaches parity with men.

In Kenya, this momentum is clearly visible. According to the World Bank, women own nearly 48 per cent of all Micro, Small and Medium Enterprises (MSMEs), a sector that contributes approximately 20 per cent to the country’s GDP and remains a key driver of employment.

These realities took centre stage during the Super Women in Business Awards held in Nairobi and organised by Dependable Brands, where leading entrepreneurs and industry players gathered to celebrate the achievements of women in business while also confronting the challenges they continue to face.

Amara Realty Company Limited CEO Jane Baiyu noted that despite their growing influence, many women entrepreneurs still grapple with systemic barriers, particularly limited access to finance, mentorship, and formal business structures.

“Most women-owned businesses operate within the informal sector. They tend to be smaller in scale and often struggle to access financing and structured mentorship compared to their male counterparts,” Baiyu observed.

However, she expressed optimism that the landscape is gradually improving.

“The tide is turning. We are increasingly recognising the vital role women play in the economy. Initiatives around access to finance, digitisation, training and mentorship are creating a more supportive environment for women entrepreneurs to thrive,” she said.

Baiyu emphasised that empowering women with the right tools and networks will have a ripple effect across society.

“When we equip women with knowledge, resources, and strong support systems, we accelerate progress not just for individuals, but for entire communities and the broader economy. We are building spaces where women can connect, share experiences, and grow together,” she added.

Make-up By Rose CEO Rose Ntong’ondu echoed these sentiments, highlighting the untapped potential women hold in unlocking economic opportunities.

“Women in business have immense power to transform this country’s economy. Beyond creating wealth, they are also creating jobs and uplifting communities,” she said.

Rachael Wainaina, Founder and CEO of Film Village of Kenya, pointed to the creative industry as a key frontier for growth, especially among young people.

“Supporting women-led enterprises will significantly drive socio-economic growth,” she said, revealing plans to establish a film production hub on a 300-acre parcel of land expected to create opportunities for over 20,000 Kenyan youths.

“This is why we must foster a strong digital ecosystem for women-owned businesses. Addressing challenges like limited access to technology and resources will unlock massive growth for our communities and the country,” she added.

Ellen Tea CEO Rosemary Njuguna highlighted the leadership qualities women bring into business, noting their diligence and long-term focus.

“The entrepreneurial spirit among women is strong and growing, particularly among the younger generation. With access to the right financial tools, mentorship, and digital platforms, women can unlock new opportunities, drive innovation, and significantly contribute to economic development,” she said.

On his part, Nyota Njema Managing Director Perminus Kariuki acknowledged the expanding influence of women even in traditionally male-dominated sectors such as real estate.

“Women are playing a critical role in economic growth and development. Many have built strong entrepreneurial networks that cut across regions and sectors,” he said.

Kariuki added that women are helping restore integrity in the real estate industry.

“With the involvement of women leaders, especially through associations like RESA, we are seeing a shift. The sector, which had been tainted by fraud and unscrupulous dealers, is gradually regaining credibility and order,” he noted.

As Kenya continues to embrace inclusive economic growth, the message from industry leaders is clear: empowering women entrepreneurs is not just a matter of equality—it is a strategic pathway to sustainable development, innovation, and shared prosperity.