A new initiative has been launched to empower women entrepreneurs across East Africa by enhancing their market-related soft skills. The program aims to boost competitiveness and address persistent challenges faced by women in business within the region.

• The initiative, part of the Market Access Upgrade Programme (MARKUP II), is funded by the European Union and implemented by the International Trade Centre (ITC).
• The ITC SheTrades initiative, in partnership with the East African Women in Business Platform (EAWiBP), will introduce a Master Training Programme focusing on communication and leadership.
• The program will prepare two trainers from each of the six participating countries (Burundi, Kenya, Rwanda, South Sudan, Tanzania, and Uganda), followed by national workshops reaching 30 women-led businesses in each country.
• Prisca Mbaga from the EAC Secretariat emphasizes that soft skills are vital for building strong relationships and improving business growth for women entrepreneurs.