Sahara Group Foundation Relaunches MADAA to Empower African Entrepreneurs with Market Access, Mentorship, and Funding
csrreporters 
Make a Difference Around Africa
Sahara Group Foundation has relaunched its flagship MADAA initiative to empower African entrepreneurs with access to markets, mentorship, business advisory, and funding opportunities. Applications open until May 31, 2025.
In a bold move to strengthen Africa’s entrepreneurial landscape, the Sahara Group Foundation has officially relaunched its flagship initiative, Making A Difference Around Africa (MADAA), under the theme “MADAA Reloaded.” The revamped program aims to empower visionary entrepreneurs across the continent with seamless access to markets, cutting-edge technology, expert mentorship, and tailored business advisory services.
Speaking at the official launch in Lagos, Chidilim Menakaya, Director of Sahara Group Foundation, emphasized the program’s renewed focus. “Through the MADAA initiative, we aim to connect entrepreneurs with opportunities that will grow their businesses and ultimately unlock Africa’s potential for inclusive development,” she stated.
A cornerstone of Sahara Foundation’s EXTRApreneurship model, MADAA Reloaded is designed to identify and nurture innovative African entrepreneurs who leverage local and natural resources to solve everyday problems. The initiative is also aligned with sustainability goals, promoting environmentally conscious businesses that create impact-driven, scalable solutions.
“During the initial MADAA application cycle, we discovered a remarkable pool of entrepreneurial talent across Africa,” Menakaya said. “However, we realized the need to expand our scope and reach to include even more outstanding changemakers. MADAA Reloaded represents our commitment to discovering, empowering, and celebrating them.”
Applications are open until May 31, 2025, giving entrepreneurs a unique opportunity to gain expert mentorship, visibility, and access to key networks. The shortlisting process will begin in June 2025, and the new cohort is expected to kick off in the third quarter of the year.
At the launch event, Gen. Emeka Onwuamaegbu (Rtd.), Chairman of the Board of the Sahara Group Foundation, delivered a virtual message encouraging African youth to propose innovative solutions that could transform their communities. “We are ready to support young people financially and otherwise to turn their ideas into reality,” he said.
Delivering the keynote address, Dr. Adetoun Akitoye outlined major challenges facing grassroots innovators, citing perception, policy, profitability, protection, and partnership as critical barriers. She urged the private sector to play a greater role in turning creative ideas into commercially viable solutions.
In addition to the MADAA initiative, Sahara Foundation reaffirmed its long-term commitment to entrepreneurial growth through strategic programs like the Sahara Impact Fund (SIF). This fund will provide additional capital to help successful entrepreneurs scale their businesses while connecting them to a broader ecosystem of investors, business leaders, and development partners.
“By offering visibility, access to mentorship, and connection to strategic networks, MADAA is laying the groundwork for a new generation of African entrepreneurs capable of driving sustainable socio-economic growth,” the foundation said in a closing statement.