A New Era of Entrepreneurship: The Transformative Potential of African Traditional Medicine

: Empirical evidence and extensive literature reviews have confirmed the dire state of South Africa's economy, which is characterized by high unemployment rates and economic inactivity. Unfortunately, the COVID-19 pandemic and recent civil unrest have only exacerbated the situation, leading to the closure of several businesses. However, amidst this economic turmoil lies a dormant wealth of unique indigenous knowledge that can be harnessed to empower indigenous communities and promote self-sustainability. In this paper, the researchers propose the use of indigenous knowledge (IK) to effectively empower indigenous communities. By focusing on the abundant medicinal plants, numerous entrepreneurial opportunities can be created. Indigenous Knowledge and communal land are often the assets that indigenous communities have access to and control, making them familiar with their use. It is crucial to recognize the potential of indigenous knowledge in promoting economic growth and self-sustainability. By leveraging this knowledge, South Africa can create a more equitable and inclusive economy that benefits all members of society. Therefore, the research aims to shed light on the untapped potential of indigenous knowledge and provide practical recommendations for its implementation. The paper is grounded in the Sankofa theory, which emphasizes the importance of looking back to move forward