- Handcraft artisans in Kenya have over the years been exploited by profit-sapping middlemen who set prices for them.
- According to the Kenya Economic Survey Report 2023, the Jua Kali sector contributed 25% of the GDP, a similar contribution rate to that of agriculture.
- One of the challenges that the engagement is looking to address is the disparity in pricing for similar products, depending on where they are made.
Technology and education are transforming the lives of Kenyan handmade craft artisans, offering new opportunities for growth, sustainability, and global market access. Artisans, who traditionally relied on local markets and limited resources, are now tapping into digital platforms and skill-building programs to expand their reach and improve their livelihoods.
The integration of tech solutions, including e-commerce platforms, social media marketing, and digital payment systems, has enabled artisans to showcase their products beyond Kenya’s borders.
Platforms such as Etsy, Facebook, and Instagram are being used by craft makers to sell handmade goods such as jewelry, textiles, and wood carvings to international buyers, boosting sales and visibility.
Additionally, educational programs targeting artisans have empowered them with digital literacy, business management skills, and financial literacy. Organizations such as the Kenya Craft Development Programme (KCDP) and partnerships with global e-commerce players are training artisans on how to leverage online tools, create sustainable business models, and improve product quality.
Through these initiatives, artisans are not only learning how to market their work but also gaining critical skills in pricing, product development, and customer relations.
“The role of the Jua Kali sector in the economy cannot be underestimated, apart from creating jobs, Jua Kali products are exported to the neighboring counties thereby fetching foreign exchange for the economy,” Kenya National Chamber of Commerce and Industry (KNCCI) President Erick Rutto said during the launch of the first-ever Jua Kali sector strategic plan 2022-2027.
The home décor and handicrafts industry, a section of the Jua Kali sector, remains informal with no much-needed attention from the government despite providing a lot of employment opportunities for thousands of Kenyan youth.
Handcraft Artisans in Kenya
The country hosts some of the most celebrated handcrafters, ranging from Nubian women, who ply their trade in Kibera, Maasai women weaving baskets in Kajiado, Kitenge makers in Mombasa, artisans in Narok making their craft from wood carvings and from Kambas from Makueni who have specialized in carvings from limestones.
To safeguard the artisans from exploitation by middlemen, the social enterprise organization Powered by People is training the unskilled artifact makers with registered businesses on how to add value to their products and price them right.
The organisations co-founder, Hedvig Alexander, says that to address this challenge, they have unveiled an international trade show, The Artisan Soko, in Kenya to help artisans expand their reach to global markets and increase the value of their products.
This will see the organisation train local artisans and small-scale producers from Kenya and link them up with global markets, particularly in North America and Europe.
“We wanted to create this event to help local producers connect with international buyers and see how they can scale up. The event not only attracts international buyers but also encourages local participation, highlighting the importance of Kenyan craftsmanship,” said Alexander.
Powered by People’s community and engagement manager, Robert Mwehe, who spoke in Nairobi during the Artisan Sokoan expo that brought together artisans from across the country, said one of the key issues of concern is the exploitation of less experienced artisans by intermediaries.
“We introduced digital catalogs that allow artisans to display their products and set prices directly, providing them with more control and reducing the likelihood of exploitation,” said Mwehe. He added that these efforts are designed to make handmade products—like woven baskets and vases—more visible and accessible in global markets.
Despite these efforts, he acknowledged that more needs to be done to create a legal framework that protects artisans and allows them to maximise the potential of their craft.
Read also: Kenya: Zamara partners with Jua Kali Players to drive financial inclusion
Disparity in pricing
For instance, one of the challenges that the engagement is looking to address is the disparity in pricing for similar products, depending on where they are made. In addition to pricing, the program also aims to improve artisans’ ability to tell the stories behind their creations, which has become increasingly important to international buyers.
“Buyers want to know the story behind the product – where it came from, how it was made, and the impact it has on the artisan’s community,” Mwehe added.
An advocate for the made in Kenya and artisan sector Goodie Odhiambo says that the handcraft industry is yet to be understood.
“The artisan sector is very complex because every product has its raw materials for every product. All we can do is educate the artisans to improve the quality and learn as they engage with the buyers on what’s the right prices,” said Odhiambo.
“We are using this platform to be able to educate them such that they don’t just have to look for a product and decide this is the price, they have to be able to justify how they came to the pricing,” she added.
By improving product quality and market access, the initiative aims to elevate Kenyan craftsmanship on the global stage and create a sustainable circular economy.
Plans for the future include customising products to meet the needs of local lodges and other businesses, ensuring that artisans are protected and their goods are priced fairly.
“We aim to support artisans at every level,” said one of the project leaders. “From traditional masks to jewelry, leather products, shoes, and bags, we have a wide range of offerings ready for international markets,” said Alexander.
To tackle this issue, the organization has implemented a training program for artisans focusing on product development, quality control, and pricing strategies.
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Cost of materials
Mwehe emphasized the importance of teaching artisans how to factor in the cost of materials, labour, packaging, pricing, and shipping to meet international standards to arrive at a fair price for their products.
The program is designed to support artisans from all skill levels, including refugees and people with disabilities, by connecting them with opportunities to showcase their handmade goods.
A key focus of the initiative is to formalise and promote the artisan sector, which has been largely overlooked despite its significant contribution to the Kenyan economy.
Training programs have already reached over 8,000 women, focusing on product quality, costing, pricing, and storytelling.
Financing to purchase raw materials
The initiative also provides artisans with purchase order low-interest financing to purchase raw materials for their orders. It also provides low-interest loans to businesses, helping them grow and expand.
Over the past two years, PBP has generated over $1 million in order value exports for Kenyan artisans, reaching approximately 50 companies and close to over 14,000 people. Of which 80% are woman-led.
Alexander said that through their strategic partnership with the Jiinue Growth Programme, PBP has been able to leverage grassroots organisations, Kenya National Chamber of Commerce and Industry (KNCCI), GROOTS and the Kenya Private Sector Alliance (KEPSA) to drive training and capacity-building efforts.
It is estimated that by formalising the artisan sector it will unlock the vast potential of the global handmade market, which is valued globally at around $1 trillion (Sh129 trillion). The enterprise’s goal is to expand its reach to 3,500 micro-businesses and SMEs in the coming years through financing and digitalization efforts, supporting artisans in becoming self-sustaining and globally competitive.
