In November, just prior to the Macondo Literature Festival in Nairobi, Kenya, the African digital distribution platform eKitabu, which is known for its “Books for All” mission, launched a new book publishing imprint, Mvua Press. The publisher marked the occasion by hosting a packed workshop for aspiring and self-published authors, offering insights into editorial, marketing, design, and production, as well as holding a launch for its first title, When Love Says Goodbye by Scholastica Moraa.
Kenya’s publishing industry, like much of Africa’s, remains largely driven by educational texts. Trade publishing—covering fiction, poetry, and non-fiction—comprises only a small portion of the market. The major players in the educational sector maintain limited trade lists, while independent publishers and self-published authors have stepped in to fill the void.
Self-publishing has surged in recent years, offering authors a route to market when traditional publishing channels are unavailable. Dozens of self-published titles appear in shops, but sales data is closely guarded. Authors say their best success comes from building their own following on social media in a market that remains difficult for most to break into.
Barriers to access
One of the most pressing challenges for Kenyan readers is the prohibitive cost of books. Imported titles dominate the shelves of Nairobi’s bookstores—Textbook Centre, Soma Nami, Prestige Books, and Cheche Books & Coffee—but are priced above a level that most people are willing to pay. Trade paperbacks retail for between $20 and $30, a sum that equals more than a day’s wages for most people, due to shipping costs and import duties.
This situation leaves many African readers unable to access works by their own continent’s authors, even when those authors are published and widely available outside of Africa. In addition, logistical hurdles across African countries mean that it is often easier to import books from overseas than to order books from within Africa. This lack of a robust distribution network means that African literature struggles to reach its primary audience—African readers.
A new chapter
Mvua is part of a growing movement to make recompense. Like Nigeria’s pioneering Cassava Republic, eKitabu’s new imprint aims to create professionally published, high-quality books that are affordable for local readers. According to Mvua’s senior manager of publishing, Mercy Kirui, Mvua’s mission is to give African writers the platform they need to reach both local and global markets, including opportunities to sell foreign and translation rights, focusing first on reaching African readers in Africa.
Mvua’s launch also signals the growing role of independent publishers in Kenya. In 2020, Nairobi saw the founding of Jahazi Press by Ahmed Aidurus, and now, with Mvua’s entry into the market, the Kenyan literary scene is gaining new momentum.
The imprint’s first publication is a new poetry collection by Scholastica Moraa, who up until now has only self-published. Moraa’s journey also reflects the potential for cross-border collaborations with African publishers and publishers from other regions. Through a fellowship program in 2023, Italian translator Valeria Paolini visited Nairobi for the Nairobi International Book Fair, resulting in Moraa securing a dual-language deal with Nonsolopoesie Edizioni in Italy.
Emma House is an international publishing consultant, trustee of the Publishing Training Centre, and a former board member of PublisHer. A version of this story previously ran in the 2024 PW Frankfurt Show Daily.
