JASC: Journal of Applied Science and Computations

ISSN NO: 1076-5131

WOMEN ENTREPRENEUR IN BEAUTY INDUSTRY

Ancy John1; Dr. Kalarani T G2
1
Research Scholar, Department of Commerce, Mahatma Gandhi College, Thiruvananthapuram,
Kerala .Email: ancyanitha@gmail.com
2
Assistant Professor& Research Guide, Department of Commerce, Mahatma Gandhi College,
Thiruvananthapuram. Email: drkalaranitg0478@gmail.com

ABSTRACT

The development of the beauty industry has been vivid in India - now more than ever,
Indian women across income levels try to delicacy themselves to the latest and greatest
beauty treatments. The growing number of beauty-conscious women and their demand
for variety of services cater to the growth and importance of this industry. By hoarding
through various Medias, Indian women have become more alert of new trends and
demand an ever mounting range of services for their hair, skin and nails from local
beauty parlours. The outcome is that beauty parlours can be seen within almost every
locality and street. They offer a variety of services, priced to suit their local client.
Keywords: Women Entrepreneur, Beauty Industry.

INTRODUCTION
Entrepreneurship is more and moreaccepted as an important factor for economic growth.
An entrepreneur is a person who organizes and manages a commercial undertaking. Women
constitute half the population of the world. Nowadays women are not like traditional system
closed up in kitchen, they are coming forward with multiple talents to capture the world with
their talent.
In the last 10years women have proved that they are not less than men, they have the
equal skills and talent like man. In some field, women have showed their excellence to the world
that they can do things better than men. By starting their own ventures women are becoming
more self-sufficient and career oriented. As a male oriented society like India women have to
face struggle related to securingfunding from financial institutions and even reaching people to
work for them because the Indian society by and large, is not ready to trustthat they can
distribute the goods.

Volume VI, Issue I, January/2019 Page No:2120

JASC: Journal of Applied Science and Computations
ISSN NO: 1076-5131

BEAUTY INDUSTRY
The beauty industry has very deep roots in history. Some of the earliest records of man include
some type of body adornment. Throughout history, people have sought ways to make themselves
more noticeable and more beautiful. The main thing that seems to constantly change is
howdifferent cultures define human beauty. The beauty industry has been a natural outgrowth of
the human need to improve their looks, based on modern perceptions of beauty.
Good looks give people a head start in most areas of life, including business and relationships.
Good-looking people usually have an easier time finding a job, and in many cases, beauty can
play a role in earning potential. In most cultures, women are expected to be attractive, while
menare often forgiven their looks, and this may be why women account for the huge majority of
sales within the beauty industry.
REVIEW OF LITERATURE
Women today are more beauty conscious. Nowadays advertisements are giving more importance
to beauty products as the people are giving more importance to beauty and appearance. In 2008,
the YWCA USA developed a report, Beauty at Any Cost, whichdiscussed the consequences of
the beauty obsession on women and girls in America. This report showed that not only does this
beauty obsession result in decreased levels of self-esteem, but it’s also putting a dent in the
pocket of many Americans. The YWMCA reported that $7 billion isspent each year on
cosmetics (Beauty at Any Cost, 2008, p. 7).
Thousands of beauty-care service providers or beauty parlours/salons have sprung up all over the
country in the last decade (Akter 2008, Akter 2009), as the significance of being beautiful is
increasing. At the social level, physical beauty is an advantage, as being beautiful gives a person
much more confidence (Young 2011). It has even been shown that being attractive can give a
person up to a tenfold increase in the chance of getting married (Young 2011). Physically
attractive job candidates whose qualifications are similar to those of less attractive candidates are
more likely to be hired for the same job (Gilmore, Beehr& Love 1986).

STATEMENT OF THE PROBLEM

Beauty business is one of the flourishing industries in the last decades, as people have started
giving more importance to their external appearance. The present study was conducted to find
out the problems faced by the women entrepreneur to start their beauty salons, the forecast and

Volume VI, Issue I, January/2019 Page No:2121

JASC: Journal of Applied Science and Computations
ISSN NO: 1076-5131

how it helped in making them self-sufficient. The main problem faced by women entrepreneurs
in beauty industry lack of finance.This study was conducted to find out answers for the following
question
 What are the problems faced by the women entrepreneurs in running their business?
 What are the prospects of this industry?
 How far this industry has helped to make them independent?
SIGNIFICANCE OF THE STUDY
Beauty care industry is blooming industry in India as the number of beauty conscious women
andtheir demand for variety of services caters to the importance and growth of this industry.The
number of women entrepreneurs in the Beauty Industry is increasing year by year. This shows
the society has started accepting the industry. Now the investigator wants to know the various
problems faced by the women entrepreneurs in the industry as well as how far they became
independent.
This study may also throw light towards the prospects and opportunity of the industry.
OBJECTIVES OF THE STUDY
1. To study about women entrepreneurship in Beauty industry.
2. To study the problems faced by women entrepreneurs in Beauty industry.
3. To understand the prospects of women entrepreneurs in Beauty Industry.
4. To study how far this industry has helped in making women independent.
SCOPE OF THE STUDY
The study is limited to Thiruvananthapuram only. This study is only on the problems and
prospects of women entrepreneur in Beauty Industry and how far this industry has helped in
making them independent.
METHODOLOGY
 Sample Design:The present study is descriptive in nature. Among the 322 beauty
parlours in Thiruvananthapuram, 50 samples were selected using convenience sampling
method.
 Sources of Data: The study is conducted using both primary and secondary data. The
primary data were collected from 50 samples through structured questionnaire.
Secondary data were collected as per the requirements of the theoretical framework.

Volume VI, Issue I, January/2019 Page No:2122

JASC: Journal of Applied Science and Computations
ISSN NO: 1076-5131

 Analysis and Interpretation: The collected primary data were analyzed using
Percentage, Weighted Average and Ranking method.
LIMITATION
This study is limited toThiruvananthapuram and it excludes unisex salons and parlors not
owned by women. This study is not addressed with issues related to other cities. Further
studies can be done with unisex parlous and branded salons.
FINDINGS
The following finding was derived from the study:
 52% of the Women Entrepreneurs in Beauty Industry have entered into theprofession
because of their personal interest and 4% of them have entered theprofession because of
the attractiveness of the colourful environment of theindustry.
 Most demanded service by the customers is Skin Care and least opted service wasnail
treatment.
 40percent of the Women Entrepreneurs in Beauty Industry use the brand L’Orealin their
parlour and 6percent of the respondents use Oxy.
 40percent of the Women Entrepreneurs in Beauty Industry make use of personalsavings
and 40percent of them depended banks for their initial investment.
 Out of 40percent who depended banks for their initial investment, 50percentdepended
private institutions.
 Majority of the Women Entrepreneurs in Beauty Industry have agreed that theirsocial
status, economic status, quality of life, living standard, regular income andfamily support
have increased.
Table 1
Distribution on the basis of the factor forced the respondent to enter the profession.
Factors No. of respondents Percentage

Personal Interest 26 52
Financial Crisis 10 20
Colourful environment 2 4
Scope of development 12 24
Total 50 100
Source: Primary Data

Volume VI, Issue I, January/2019 Page No:2123

JASC: Journal of Applied Science and Computations
ISSN NO: 1076-5131

Table 2
Services provided by the parlour.
Services Points Rank
provided
Bridal Makeup 146 4

Hair Treatment 164 2

Skin Care 184 1

Haircut 154 3

Nail Treatment 106 5

Source: Primary Data

Table 3
Distribution on the basis of the brand of the products used in the parlour
Brand Name No. of respondents Percentage
L’Oreal 20 40

Shahnaz 15 30
Lakme 12 24

Oxy 3 6

Total 50 100

Source: Primary Data

Table 4
Distribution of respondents on the basis of problems faced by them.
Problems Points Rank

1.Difficulty in getting loan 356 1

2.Societal Issues 296 5

3.Lack of family support 312 3

4.Lack of Experience 266 7

5.Lack of Education 294 6

6.Problem of Finance 340 2

7.Shortage of Raw Material 222 8
8.Tough Competition 300 4

9.Lack of Confidence 184 9

10.Legal/Bureaucratic 146 10
Source: Primary Data

Volume VI, Issue I, January/2019 Page No:2124

JASC: Journal of Applied Science and Computations
ISSN NO: 1076-5131

Table 5
Future growth expectations of the industry.
Expectations Points Rank
1. Adequate demand for services. 290 1

2. Availability of Funds. 258 2

3. Up gradation of Skills. 236 4

4. Any Professional Organization. 248 3

5. Tie-up with hostels and hospitals 210 5

6. Increased confidence level. 194 7

7. Increased Social participation 206 6

8. Communication skill has increased 160 8

Source: Primary Data
Table 6
Distribution of respondent on the basis of how far this industry has helped to become independent.
Satisfaction Level No. of respondents Weighted
Average
Highly Satisfied Neither Dissatisfied Highly
satisfied satisfied nor dissatisfied
dissatisfied
1.Social Status 12 22 8 6 2 3.72

2. Economic Status 8 22 14 2 4 3.56

3. Quality of Life 14 28 4 2 2 4
4. Living Standard 8 28 4 4 6 3.56

5. Regular Income 14 18 8 2 8 3.56

6. Family Support 18 14 10 6 2 4.04
Source: Primary Data
The table no.6 shows level of satisfaction towards factors which helped respondents to become independent.
For this purpose 5point scale with weighted average is used for analysis. Scale 4 to 5 represents highly satisfied, 3 to
4 represents satisfied, 2 to 3 represents neither satisfied nor dissatisfied, 1 to 2 represents dissatisfied and 0 to 1
represents highly dissatisfied.

RECOMMENDATIONS
1. Most of the Women Entrepreneurs in Beauty Industry are getting their finance from
banking and Financial Institutions .So that government has to take initiative and
supportive role for both banks and women entrepreneurs.
2. Government has to come forward and recognise this industry as a separate department
which will help the women entrepreneurs to conduct their business without social fear.

Volume VI, Issue I, January/2019 Page No:2125

JASC: Journal of Applied Science and Computations
ISSN NO: 1076-5131

3. The family members of the women entrepreneurs in Beauty Industry should provide
support, help, etc. for the effective functioning of their firms. Appropriate encouragement
will help the women entrepreneurs to contribute their full effort and devote to their work.
4. By proving propertraining programmes about product / business development, marketing
skills and methods will help them to function properly and achieve their career growth.
5. Women entrepreneurs must have an intention to fulfil their dreams. They have to make a
dream transferred into an idea enterprise studies show that successful women work hard.
Hard work is needed to build up an enterprise.

CONCLUSION
This project “Women Entrepreneurship in Beauty Industry” was conducted among 50
beauty parlour owned by women entrepreneurs in Trivandrum District. The beauty industry is in
the growth stage in India.The beauty industry has an existence only because of the customers.
They give more importance to the customers by giving their services at reasonable cost.
The service provider must create unique and special experienceto the customers, in order
to survive in the beauty business. The result of the study revealed crucial areas for the success of
the beauty industry. These are to make a best impression on the customer services, upgrading the
technical and professional skills of the beauticians, providing quality services and showing
empathy to the customers.
REFERENCES

1. Singh Kamala. (1992), Women entrepreneurs, Ashish publishing house, New Delhi [10]
Gordon E. & Natarajan K.: (2007) Entrepreneurship Development – Himalaya Publication
House, Second Revised edition.
2. C. R. Kothari (2007) ―Research Methodology Methods and Techniques‖, Second edition,
New Age International Publishers, New Delhi. 3. AparnaBasu (2004), ―Women‘s
Empowerment.
3. Beauty at any cost: A YWCA report on the consequences of America’s beauty obsession on
women and girls. (2008).
4. Akter, S. (2008). The Business of Beauty. The Daily Star
5. Akter, S. (2009). Personal Gets Revenue Glamour: Earnings Rise to Tk. 5.30 Crore. The
Daily Star.

Volume VI, Issue I, January/2019 Page No:2126