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Understanding the Market Landscape and Enterprise Readiness for Women-led Home-based Businesses

August, 2020

Women entrepreneurs contribute to the Indian economy in terms of GDP and employment. Despite this, they face gender specific barriers in labour force participation, such as, market, mobility, time, and credit constraints. These factors have been the driving forces behind the emergence of home-based businesses led by women especially in the informal sector. As a part of IWWAGE’s strategic vision to facilitate women’s economic empowerment through an evidence-based approach, Part 1 of the study aims to map the market landscape for home-based handicraft and handloom enterprises led by women, and assess their readiness. The subsequent study (Part 2) will look to answer critical questions related to credit access, and alternatives to existing credit scoring mechanisms.

To capture a granular perspective on the state of market access and supply chain linkages, 800 home-based women entrepreneurs were surveyed across Rajasthan and Tamil Nadu. The study sheds light on the need for two approaches when designing policy interventions for improving the market landscape of female entrepreneurs. The first is the need for a facilitative and enabling ecosystem for home-based entrepreneurs because the market landscape itself lacks structure and formality with significant variations across the two states. Second, women entrepreneurs should not be approached as a singular segment but instead, need to be segmented according to their nuanced needs and strengths. A targeted approach through looking at personas or the type of entrepreneurs could be a great beginning. Based on insights from the survey, a diagnostic policy framework ‘Business Readiness Scorecard for Women (WBRS)’ has been developed to identify priority areas for intervention.


Resource Type Report

Partner Organisation LEAD at Krea University

Topics Women entrepreneurs, women enterprises, home-based handicraft and handloom enterprises,

Authors Kanika Joshi Ria Dutta, Rigzom Wangchuk, M P Karthick, Mridulya Narasimhan