Sahara Foundation Repositions MADAA to Empower African Entrepreneurs
The Sahara Group Foundation has relaunched its flagship initiative, Making A Difference Around Africa (MADAA), now renamed MADAA Reloaded, to provide greater support to African entrepreneurs. This strategic repositioning aims to enhance access to markets, technology, and business advisory services, empowering entrepreneurs to drive sustainable growth across the continent.
The relaunch event, held in Lagos, marked a significant milestone in the Foundation’s commitment to promoting inclusive development and sustainable innovation. According to Chidilim Menakaya, Director of the Sahara Group Foundation, the initiative focuses on identifying and supporting visionary entrepreneurs who are leveraging local and natural resources to address everyday challenges with sustainable business models.
“Through MADAA Reloaded, we aim to connect entrepreneurs with opportunities that will help them grow their businesses and unlock Africa’s full potential for inclusive development,” said Menakaya. She highlighted that the insights gained from the earlier editions of MADAA revealed the immense entrepreneurial talent across Africa, which led the Foundation to expand its criteria and broaden its reach for greater impact.
The refreshed MADAA initiative now emphasizes the importance of empowering changemakers whose innovations can drive community transformation. “MADAA Reloaded represents our renewed commitment to discovering, empowering, and celebrating these changemakers,” Menakaya added.
Nurturing Unconventional Ideas
Emeka Onwuamaegbu, Board Chairman of Sahara Group Foundation, spoke about the broader vision of the initiative. He emphasized the critical role of nurturing unconventional ideas among Africa’s youth. “We know there are many talented young people in Nigeria and across Africa with great ideas, but often they lack the opportunity to showcase their talents. We’re excited to partner with such individuals to help develop and promote their ideas,” he said.
The MADAA initiative has already seen innovative solutions, such as repurposing used tyres and water hyacinths. However, Onwuamaegbu explained that the Foundation is now seeking even more forward-looking, sustainability-focused solutions. “This is a big space, and we believe that the innovative youth across Africa will rise to the challenge,” he said, underscoring that the program extends to all 54 countries on the continent.
Applications and Benefits
Applications for MADAA Reloaded are open until May 31, 2025. After the application period, shortlisting will begin in June, with the program scheduled to kick off in the third quarter of 2025. Selected participants will receive tailored mentorship, business development support, and strategic exposure, along with access to the Sahara Impact Fund (SIF), which offers capital to scale promising ventures.
The initiative is part of the Foundation’s broader EXTRApreneurship model, which aims to build sustainable communities by empowering impact-driven innovators. Kola Adesina, Executive Director of Sahara Group, emphasized that innovation is the “lifeblood of progress” and expressed the Foundation’s commitment to helping entrepreneurs transform creativity into tangible, real-world solutions. “We are not here just to admire creativity but to work with you in turning research into solutions that drive inclusive growth, sustainability, and global competitiveness,” he said.
Adesina also highlighted the urgency of addressing Nigeria’s energy challenges. “Invariably, we are asking you to work on ensuring that we become a hub for energy—not just for Africa but for the rest of the world,” he stated, pointing out the critical need to bridge the energy gap in Nigeria.
