The GEMS4 Enterprise Challenge Fund was a £3.5 million private sector development matching grant fund. It was implemented in Nigeria by the Growth and Employment in States – Wholesale and Retail Sector (GEMS4) market development project. GEMS4’s initiatives facilitate entry into markets; provide technical support for the adoption of innovations and new business models, and leverage investments for the development of key market facilities to support optimal business performance. The project uses a Making Markets Work for the Poor(M4P) approach to implementation. GEMS4 has been in implementation since 2012 and in operation until July 2017.