Our Story

In April 2013 Yegna was launched as a youth brand tackling difficult social issues with a behavior change radio drama, talk show, and music that was broadcast in Addis Ababa and the Amhara region of Ethiopia.

Meaning ‘ours’ in Amharic, Yegna is rooted in Ethiopian culture. Yegna’s products were created after speaking to more than a thousand girls in Ethiopia about the challenges they face in their everyday lives. Over the last 5-years, YEGNA has grown into a mass scale brand our audiences love, and are proud to call ‘authentically Ethiopian’.

Yegna is continuing to create positive changes in the Ethiopian society and it is now on an even more exciting moment in its journey with the launch of a new teen TV drama. Set in a small town, the series follows the lives of five girls and two boys who find friendship at their high school. The girls join the Art Club, which is run by inspiring musical mentor, Hiwot. When the girls decide to form a band, They then decide to take the mantle of the former band from the same high school ‘Yegna’. Through their love of music, each character not only finds friendship and courage, they find their own voice.

Since launching in 2013, Yegna has reached 50% of the population across Addis and Amhara following the story of five girls who start their own band. Yegna is provoking positive conversations about the important role girls can play in Ethiopian society.