Women Entrepreneurs

Social and Cultural Change in India

To Quote Smriti Irani, Minister of textiles, women and child development on October 2nd, 2020 at UN “India has moved from paradigm of women’s development to women-led development”

Women in India have begun to participate in various fields of work today. They now work in corporate organizations, academics, and IT sectors, and also as entrepreneurs. All of them have had several challenges and some have done particularly well.

I am devoting this particular story to entrepreneurs and the changes that have been brought about by them in the Indian context. I have met and interviewed more than 100 women entrepreneurs and from my experience and discussions with them, I am sharing some changes that are noticeable in India’s social and cultural setting.

From small traditional businesses, they have grown to become entrepreneurs in non-traditional industries. There are many famous women entrepreneurs in India like Kiran Majumdar Shaw, Ritu Kumar, Vandana Luthra now from India but they are few in number and they have paved the road for others to follow.

In terms of the Schumpeterian concept of innovative entrepreneurs, women who innovate, imitate, or adopt a business activity are called “women entrepreneurs”

The Government of India has defined women entrepreneurs based on women's participation in equity and employment of a business enterprise.

Small Businesses and Entrepreneurship in India are the prime-force in generating productive employment. What is the role of women as owners of small businesses? Have there been any changes in perceptions, attitudes & perspectives of society towards them? Are they able to work and balance with family life?

Sixth Economic Census by the National Sample Survey Organisation (NSSO) in 2016 states that only 14 percent of business establishments in the country is being run by female entrepreneurs. This means, out of the 58.5 million functional businesses, only eight point five million of them have a female as a boss.

Traditional to Modern Business

One big change in women entrepreneurs is the fact that they were expected to run traditional businesses like clothing boutiques and home beauty parlours but now women have entered spheres like exports, shoe manufacturing, jewelry, headhunting firms, catering, gym, travel agency, and event management.

Low to high investment levels

The initial investment in the business was low and some women stated that they initially were helped by their spouse and family members to a tune of Rs1lakh which is a little less than the US $2000 because of the belief that women were not serious in their work and it is just a past time for them. They were not considered to be achievers. Most women said that if they have sustained in their business for a reasonable period of time, their position in the family improved in terms of status. They then expanded their business through investment and sales.

Women are both serious and committed to work despite family and society constraints and cultural setbacks posing a challenge to their growth.

Status and family income

There are many changes not only in the family system but also in the cultural societal change with more women in business. The family has started looking up and the status in the home front has certainly given them more importance.

Income has increased and the standard of living has improved to a great extent with the support of the women.

It was challenging for women to do business but now the spouses of these women have started taking responsibilities at home and this sorts out a great problematic situation at home as earlier Indian men would not take up any responsibilities.

Change in Socialization Pattern

A major change that has happened in society has been the process of socialization. Women were not permitted earlier to socialize with other men apart from their family but now women socialize without their family with other men and women.

They feel that while in business they meet other entrepreneurs and also go for meetings or social evenings out of their homes with or without family and it has become acceptable. This is a very big change in Indian homes.

Decisions making process.

The decision-making process has completely changed. The men in India would take decisions and they had to be followed by the women but now there is a joint decision between the spouses and this is true not only in homes where women are entrepreneurs but otherwise also. In many homes, women are still not allowed to take individual decisions. However, changes in decisions relating to marriage, travel, dress, and financial matters are discernable.

The change in the homes of women entrepreneurs is immense as family members accept and make the women a part of the decision making process in big purchases like property or purchase of shares and other assets.

(i)Marriage Decisions

While marriage was extremely important in Indian homes and entrepreneurs had to surrender their status of working women, especially entrepreneurial units, passing it off as dad’s business now, many entrepreneurs are making a choice of marriage partner, interregional, and intercontinental marriages with no caste barrier.

The single status or marriages postponed for a later age is being preferred and slowly increasing as women entrepreneurs are enjoying their independence in decision making process.

(ii)Travelling Decisions: Women in India were not permitted to travel alone and once married, almost always the husband’s accompanied them. Women entrepreneurs are now confident to travel on projects around the world without a male chaperon.

(iii) Dress Decisions: Women entrepreneurs have changed the traditional pattern of the dress and now made themselves acceptable in western clothes jeans, trousers, and skirts, hitherto looked down upon by their families.

(iv)Financial Decisions: Women entrepreneurs are now sending money to parents, making an economic contribution to family, have more financial security, they also make high-value purchases like consumer goods, cars, and property but generally they purchase with some family member.

Cultural Changes

(i) Women entrepreneurs have become Independent, confident, self-sufficient women, moving out of private spaces to earn a living. They are no longer submissive or hide behind a veil.

(ii) They have moved to new consumer goods be it cosmetics, skincare, dress, automobiles, or property. They purchase products from different countries, Coca-cola, Pepsi in beverages, Mc Donald, Pizza Hut fast-food chain, Lee, Levy Strauss, Puma jeans brands, Louis Philips, Dockers clothes brands, Cosmetics such as Revlon, L’Oreal, and Maybelline. In other words, they have become brand conscious

In conclusion, It can be said that Women entrepreneurs have multiple roles to play in Indian society. They can be called ‘superhuman beings’.They make adjustments with their work schedules and home priorities, for example, children, husband, and home. In the Indian social and cultural system only very organized and efficient women can run a business. They are also able to combine and balance work and family life.

What are the main takeaways and changes:

#1. There are positive changes in cultural and social attitudes and perceptions.

#2. There is a recognition of Income contribution by the family members of entrepreneurs.

#3. Women entrepreneurs have gained status and respect within their families and in society.

#4. Women have more decision-making powers but they are weak in financial decisions and some of it is due to the fact that they lack the expertise and skill to make these decisions.

#5. Women entrepreneurs have the right to dress in modern attire and travel alone and also socialize with or without families. The trust factor has improved to a great extent.

The contribution of women entrepreneurs has been immense in India. They are role models for the next generation of women to generate income. They have helped to make a place in society. They add to employment and gross national product of the economy.