MOTIVATING FEMALE ENTREPRENEURS TO START UP

ABSTRACT

Women who start, organize, and manage a business concern are referred to as women
entrepreneurs.
According to Schumpeter, women who develop, start, or adopt a business activity are considered
entrepreneurs.
"A woman entrepreneur is defined as an enterprise owned and controlled by a woman with a
minimum financial stake of 51 percent of the capital and provides at least 51 percent of the
overall voting rights for the firm," said the Government of India.
A woman enterprise is one in which a woman owns and controls at least 51% of the financial
interest. Women who start businesses are individuals who develop the idea, launch the business,
organise and combine the many production aspects, run the business, take risks, and manage the
associated economic uncertainty. Over one-third of all enterprises are owned and operated by
women worldwide. As a consequence of economic advancement, increased access to education,
urbanisation, the emergence of a liberal and democratic society, and societal acceptance, there
has been a rise in female entrepreneurship in India. To aid the growth of female entrepreneurs,
certain programmes and campaigns have been launched in India. Additionally, programmes like
Startup India and Standup present a distinctive case for supporting female entrepreneurs.

Slowly but surely, female company owners have risen to prominence and won countless awards
throughout the globe. Nearer to home, Indian businesswoman Kiran Mazumdar Shaw, Chairman
and Managing Director of Biocon Limited, received multiple major commercial distinctions in
addition to civilian awards including the Padma Shri (1989) and Padma Bhushan (2005)
 INTRODUCTION

Common Features of Women Entrepreneurs

1.The majority of low-income women are likely to start their own businesses.

2. Female entrepreneurs are more likely to have modest businesses.

3. Married women make up the majority of business owners. Their husband encouraged them to
pursue entrepreneurship.

4. The majority of spinsters have trouble getting funding to launch their businesses.
5. Many women enter the business world with little to no education or training.

6. Financial necessity drives a lot of women to start their own businesses.

7. Women's sincerity and Laboure are what lead to sustainability and expansion.

8. The majority of women favor income stability and risk minimization.

9. Women-owned businesses have low profit margins due to a lack of working capital.

10.Women business owners priorities security over growth, according to a study.

The contemporary Indian woman is no more in a want-based environment significantly. Taking

the forefront in entrepreneurship is now a matter of preference and women are no more
restricting themselves to specific sectors but their ingenuity and skill span across sectors –
starting from traditional sectors such as handicrafts and textiles, agro-products, food processing,
women entrepreneurs are currently venturing across sectors such as agro-products, hospitality,
BFSI, real estate development, ITES, Pharmaceuticals, tourism, etc. Women Contribution in
Indian Ecosystem

India has originated as one of the fastest developing start-up ecosystems in the world. 11% of the
adult population of India is directly involved in early phase entrepreneurship. The part of women
entrepreneurs in the contemporary start-up ecosystem is also rising steadily. As per the Sixth
 CHALLENGES

Still some main challenges confronted by them include:

1. Fewer are women friendly

In India's entrepreneurial environment, men remain prevail despite laws and other
measures to promote gender equality. A recent poll found that the majority of women-
owned firms in the nation operate in low-profit industries, whereas males are more
prevalent in industries like manufacturing, construction, and other related fields.

Because many firms are dominated by males, female entrepreneurs are obliged to operate
in sectors that have long been seen as "women-friendly," like education, fashion, and
beauty care, among others. They have very limited access to opportunities, experiences,
and skills.

2. Lack of Institutional support

The majority of women who own their own businesses don't get the social support they
need from their families, friends, and local communities to get them off the ground. Lack
of mentoring from the business community is one of the main problems affecting women
entrepreneurs in the country.

The situation is same in terms of institutional support. Although there are initiatives to
support female entrepreneurs, many of them don't receive timely guidance or support from
the state. Lack of an adequate support system has a negative impact on their self-assurance
and willingness to take risks.

3. Poor Funding prospects

There are major gender inequities in the funding environment in India, notwithstanding
how unfair it may seem. Women-owned businesses in the country struggle to get capital
because of investor prejudice and other barriers. According to Inn oven Capital's analysis,
just 12% of the businesses that received funding in 2019 have at least one female
founder.

Women are perceived as less creditworthy by banks and other financial institutions, and
many venture capital firms and angel investors are reluctant to participate in women-
owned enterprises. Additionally, many Indian women do not have any property or other
 assets registered in their names, which makes it difficult for them to get private financing
or collateral loans..

4. Pressure to stick to Traditional role

Both men and women are required under patriarchy to conform to specific, established
gender roles. Women are supposed to care for children, do household duties, cook, and
other such tasks. It's difficult enough to balance personal and professional obligations,
but it becomes even more difficult when you want to establish your brand.

One of the biggest obstacles facing female entrepreneurs is the temptation to conform to
established gender stereotypes. They are frequently urged to abandon entrepreneurship in
favor of a "easier" job that allows them to devote more time to their family and children.
A lady who prioritizes her profession over other priorities is also despised.

5. Limited Mobility

One of the fundamental issues facing women business owners in India is restricted
mobility. They are unable to travel alone or stay in hotels for business without being
concerned for their safety. A lot of hotels in India still won't let women check in unless
they're accompanied by a guy, too!

Even though more financially independent women have begun to invest in cars, there are
still fewer women in India who own motorized vehicles than there are males. The
combination of these variables limits the mobility of female company owners.

6. Low Risk-Bearing ability

The entrepreneur has to be capable of accepting some inherent risk in order to make
investments and operate a successful firm. Women frequently lack financial
independence and lack decision-making experience. They are also risk-averse since they
don't trust their judgement. This is rapidly changing as more women take ownership of
their finances and manage risks with each passing generation.

7. Stiff Competition

Businesses nowadays face intense competition because of the current market and
economic conditions. Both internal and external rivalry for leadership inside their
company provide difficulties for them. To earn the trust of their coworkers and investors,
 they must continually demonstrate their worth. For their company to survive, they must
also manage a sizable production while utilizing scarce resources.

Factors Influencing Entrepreneurial Potentials of Women

1. Opportunity

Increasing attention on diversity at the workplace has certified that more women can enter the
corporate world. While the modern corporate world is moving to expand into a worldwide
marketplace, females with worthy credentials are in a position to work not just at a local or
national landscape but are also in a position to access international work traditions, permitting
them an equal chance to learn and add to their expertise in the area of preference. Consequently,
this has empowered them with appropriate international exposure as well as with domain
proficiency when they choose to begin their entrepreneurial venture.

2. Education

With the expansion of corporate chances, many women are trying out STEM that is Science,
Technology, Engineering and Mathematics related sectors of education, earlier regarded a male
domain. Excepting STEM, there has been a constant rise even in women exploring specialized
management education over fields such as finance, logistics and supply chain, textiles,
international business, etc., further adding to an empowered set of female entrepreneurs.

3. Skill

Imagination, memory capacity, associative ability, organizational skills, communication ability,

leadership ability, innovative ability, learning ability, appeal, and flexibility are examples of
personal attributes related to entrepreneurship as stated in the current study. According to Dong
Liaoyang’s 2009 research, women have some benefits, including strong executive and
communication abilities, as well as leadership and administrative aptitude
One can only thrive in a competitive and ever-changing society in the knowledge economy era
by always learning new information and skills. Because information is constantly changing, only
continuing education can ensure that a person won't be left out of a competitive workplace. It
will be easier for women to absorb new concepts if they have a positive attitude toward learning.

4. Motivation
There are two types of entrepreneurial motivation: short-term and long-term. A woman who is
motivated to start her own business has the intention and desire to do so. The level of motivation
will directly affect how the entrepreneur behaves and performs, as well as whether they are
successful in running a business.
An individual's workplace needs fall into three categories. These are the needs for achievement,
right behavior, and affinity. The need to excel and be successful at work is referred to as having
achievement needs. The needs to influence or control others while avoiding being influenced by
them are referred to as right needs. The term "affinity needs" refers to the need to form close,
pleasant ties with other people. Some academics assert that the concept of motivation exists.

Personality

Personality in the context of entrepreneurship relates to how a person interacts with others, their
surroundings, and how they handle pressure and challenges. When evaluating an entrepreneur's
success, personality plays a significant role.
According to the research of Sun Guicui and Wang Xingyuan, female entrepreneurs tend to have
personalities that are tender gentle, exquisite, compassionate, and humble, cordial coordination,
communication, and affinity, cautious relationship-oriented, detail-oriented, and prudent, and
dedicated spirit of sacrifice, perseverance, diligence, and endurance.
 RESEARCH METHODOLOGY

This study was conducted to take into account the many aspects that contribute to the success of
female entrepreneurs in Somalia. The interaction between governmental assistance, network,
financial support, and socioeconomic factors forms the basis of the study's structure.

The success determinants of women entrepreneurs in Somalia are the dependent variable, with
gender and culture acting as the independent variables. The graphic below shows the research
framework in broad strokes.

The major goal of this study is to determine whether there is a connection between the influence
of socioeconomic, cultural, and governmental aspects on the success of women entrepreneurs in
SMEs in Somalia. However, the analysis's findings

Business and management research

indicated that every component, with the exception of the socioeconomic aspect, has a part in the
success of businesswomen. The data from the bivariate study showed that market and
networking influence and fund support are not very significant factors. Therefore, it may be quite
helpful to focus in-depth on a variety of different factors or things that may have a significant
impact on the success of female entrepreneurs and may propel them to the next higher level.
Additionally, the data strongly confirm the utility of government assistance in influencing the
success factors of women-owned firms, with a beta value of 0.385. This further establishes the
significance of government support. In fact, market &

Networking and financial assistance also significantly contributed to its viability.

Although prior research has highlighted the significance of financial assistance in encouraging
someone to pursue entrepreneurship, the major value of.000 in this study suggests that its
contribution may be viewed as mixed. As a result, the overall conclusions based on the
interaction of three variables (government assistance, financial support, and market &
networking) are capable of producing a model that is suitable for developing successful female
entrepreneurs.
 OBJECTIVES AND ANALYSIS

1.0 Women Entrepreneurs

Gender discrimination issues in entrepreneurship studies have become increasingly significant

due to the growing involvement of women as company owners and entrepreneurs.
that formerly, the idea of the entrepreneur was associated with masculinity

than a woman. Since then, gender corporations have been often used to represent women.
research in business and management

participation in business. Kuratko and Hodgetts assert that the term "entrepreneur" refers to a
broad spectrum of professions, including those of inventors or developers who see and grasp
opportunities. then converts these possibilities into practical, business ideas that benefit the
individual as well as the greater society. They said that they can get an edge in a situation when
there is intense competition.

1.1 Government Support

Government assistance, including grants, funding, training programmes, and tax breaks, may be
extremely important to the success of organisations that help women entrepreneurs. According to
Nasser (2012), government assistance is helpful for women business owners. But rigorous
guidelines of

The government's policies on investments in and returns to small and medium-sized businesses
have a negative impact on women entrepreneurs. Similar to this, Curran (2007) notes that small
and medium-sized firms are a critical component of the nation's rising economic development
and play a significant role in achieving the greatest sustainable economic growth. Further, it is
believed that government assistance to female SME owners can be crucial in creating
employment opportunities and promoting the steady expansion of the national economy
(Mansor, 2005). Furthermore, Wierczek (2007) asserted that the biggest obstacle to the success
of businesswomen in developing nations is a lack of capital, which includes funding, resources,
and government-provided access to technology.

In poor nations, the government offers extremely few possibilities for women to pursue
education, which is a major barrier to their success. Ehigie and Umoren (2003). The government
must provide funding to start enterprises in order to encourage women to engage in
entrepreneurial activity.
1.3 Market Network

A market is an area or a location where the forces of supply and demand are at work, where
buyers and sellers meet for the purpose of exchanging pricing information, distribution routes,
and other networks are formed. Mohammed claimed in 2013 that networks are one of the most

Building relationships with suppliers and customers is crucial for business owners who want to
market their goods and services. According to Jennifer, Lian, and Wei (2012), a significant
element in women launching businesses is the market's potential and existing demand. found that
women are more likely to establish a business if they have an advanced network since these
networks enable them to market and sell their products to the vast population of the country and
the globe.

with services. Similar findings were made by Wong (2007), who discovered that access to the
most sophisticated and technological communication network is essential for business project
success.

1.4 Socio Economic and Cultural

Sociology of the network asserts that socioeconomic and cultural conditions encourage
entrepreneurship and promote commercial activity (Aldrich and Zimmer, 1986). A review of the
literature revealed that social economics was mostly explored in the context of business.

activities. However, it is necessary to acknowledge the relevance of socioeconomic culture since

entrepreneurship is a critical part of the social, political, and cultural context. If you want to start
a new business, you should use a social network that is connected to both professional and
recreational activities (Dubini & Eldaric, 1991). Socioeconomic and cultural support, according
Kamal and Rana (2009), inspires businesswomen, but economic constraints including cultural
barriers, a lack of finances, and a lack of work skills have a negative influence on their
operations..
Furthermore, cultural and socioeconomic issues, according to Ekpe and Norsiah (2011), have an
impact on women entrepreneurs. These results support Shastry and Sinha's (2010) study on the
influence of social, cultural, and economic elements on the development of Indian
entrepreneurship, which found that these three factors did have an effect on women's business
success. The Namdari et al. (2012) study also illustrates that research focuses on social,
economic, and cultural factors, such as economic difficulties, outside pressure, family and friend
position, etc., that may impact women when making business decisions.
1.5 Fund Support

Development. In Bangladesh, Towhidur et al. (2013) discovered that only financial support has a
favourable effect on female entrepreneurs operating SME firms. Previous research shown that
women entrepreneurs' businesses suffer long-term detrimental effects when they have
insufficient cash.
business's effectiveness (Carter & Allen, 1997). Namusonge (2006) asserts that women
entrepreneurs benefit from the assistance of powerful organisations like financial institutions and
the success of their businesses. In addition, it is claimed that women business owners
encountered prejudice in order to receive this assistance (Mutuku, 2006). According to
Gatewood et al. (2004), there is a significant correlation between financial support and economic
performance
 REVIEW OF LITATURE

1. Are Successful women are different from men.

One underrepresented category of entrepreneurs is women. Our understanding of this

crucial group of people is a huge blind spot in any efforts to enhance the overall number
of entrepreneurs taking part in our economy. We know very little about female
entrepreneurs. According to what little we do know, women are not nearly as involved
in entrepreneurship as they could be.

The work makes an effort to fill up some of this information gap. This is based on data
that was gathered in 2008-2009 from so respondents from high-tech enterprises that
were chosen at random and invited to participate. It contrasts the histories, life
experiences, and driving forces of male and female business owners. (Wadhwa, 2010)

2. STEPS TAKEN BY THE INDIAN GOVERNMENT TO MOTIVATE WOMEN

ENTREPRUNERS

Because women's participation is essential to the development of the entrepreneurial

sector, women's growth and development must be hastened.Consequently, a welcoming
climate must be established to allow women to engage fully in the

entrepreneurial endeavors Government, non-Government, promotional, and regulatory

organizations must step up and take an encouraging role in fostering women entrepreneurs
in India.The Indian government has also developed a number of training and employment
generating plans. (Yuktha, Indian Government Initiatives To Help Women Entrepreneurs,
2021)

2.1 BHARATHIYA MAHILA BANK BUSINESS LOAN

Bharathiya Mahila Bank was established to help women who have big aspirations but no
financial support. It offers female business entrepreneurs who seek to start manufacturing
operations financing of up to 20 crores. If the requested loan amount is less than Rs. 1
crore, collateral is not required.

The Bharatiya Mahila Bank and State Bank of India amalgamated in 2017, although the
loan programme that began that year is still in place. To apply for a loan, go to your
neighbourhood bank or call 011- 47472100 to speak with a bank representative.. (Yuktha,
Indian Government Initiatives To Help Women Entrepreneurs, 2021)

2.2 MUDRA YOJANA SCHEME

A program called Mudra Yojana may be helpful for women who want to launch or grow their
own small company. Despite not being a program specifically for women, it is nonetheless quite
advantageous. Women business owners are eligible to apply for loans between $5,000 and $10
lakh. It is perfect for opening up beauty salons, a small business, or a home-based operation.
Even without any collateral or a guarantor, you are still eligible to apply for this loan. (Yuktha,
Indian Government Initiatives To Help Women Entrepreneurs, 2021)

2.3 DENA SAKTHI SCHEME

You can utilize this scheme if you want to launch a firm in one of the aforementioned sectors.
Depending on the industry you are applying under, the loan you can apply for has a maximum
ceiling of 20 lakhs. At 0.25% less than the base rate, the interest rate is determined. Visit the
neighborhood Dena Bank branch to submit an application for this loan. The bank personnel will
provide you the application form and instructions on how to complete it before submitting it with
the necessary paperwork to apply for the loan. (Yuktha, Indian Government Initiatives To Help
Women Entrepreneurs, 2021)

2.4 UDYOGINI SCHEME

Have no resources at all yet want to start a business? Don't worry. Exclusively for women whose
families generate less than 1.5 lakh rupees yearly, the Udyogini Scheme was created. You may
get a loan for up to three lakh rupees at a very low interest rate. Women who have recently
experienced a loss, are in need of money, or are disabled may apply for a loan under this
programme.

The goal of this programme is to help women from low-income families become independent.
The Udyogini Scheme was developed by the Karnataka State Women Development Corporation,
but numerous banks have adopted it with certain adjustments. To submit an application, you can
go to the website or the local branch of one of the several banks that provide this service..
(Yuktha, Indian Government Initiatives To Help Women Entrepreneurs, 2021)
2.5 CENT KLYANI SEHEME

Want to start or expand your SME? For women just like you, the Central Bank of India
offers a programme called Cent Kaylani. Without the need for any kind of collateral or
processing fees, the initiative permits the granting of loans up to Rs. 100 lakhs. Except
for retail shops, educational and training institutions, and self-help organisations, all other
types of businesses are eligible for this programme. If you have any questions or need
guidance on how to apply for this programme, call the Women Entrepreneur Cell at 022
66387777. You can also visit a Central Bank branch close by. Initiatives By The Indian
Government To Support Women Entrepreneurs, 2021 (Yuktha). (Yuktha, Indian
Government Initiatives To Help Women Entrepreneurs, 2021)

2.6 MAHALI UDAYAMA NIDHI SCHEME

The Mahila Udyam Nidhi Scheme was launched by the Punjab National Bank to support
Small Scale Industries (SSI). The programme seeks to promote modernization and
technical advancement in these small businesses by providing hassle-free loans. This
program's maximum loan amount is Rs. 10 lakhs, with a ten-year payback period.
Additionally, a five-year embargo is incorporated. This program's application may be
found here. To apply for the loan, you can complete the application and bring it to the
Punjab National Bank office that is closest to you. Numerous other banks provide
programmes similar to SBI. (Yuktha, Indian Government Initiatives To Help Women
Entrepreneurs, 2021)

3. Motivational and success factor of Women Entrepreneurs

This study examined a wide range of important elements for female entrepreneurs'
success. The advice that follows is for those who are interested in supporting the
businesses of women entrepreneurs. (Patrick2, 2018)

3.1 Improve education for female entrepreneurs by giving them the information and skills
they require.

They would receive a degree or certificate in entrepreneurship from an educational

institution. There would be free short courses on business practise or partly self-
financing.
 3.2 Expand understanding of certain bakery goods, such as bread, cookies, cakes, and
pastries. For the launch of a new firm, practical training is also required in addition to
knowledge training. (Patrick2, 2018)

Examining the models based on the motivation of women entrepreneurs

 Academy of Marketing Studies Journal

Numerous studies have found that women are drawn to entrepreneurship for a variety of
reasons. These motivations differ from those that drive men into business. Women are
commonly connected with personal autonomy, self-rule, and balancing job and family
obligations, whereas males are frequently associated with wishes for greater
independence, domination, control, and extra economic opportunity. Similar to men's
businesses, female entrepreneurship is driven more by occupational mobility. Female
entrepreneurs who are under stress and who have children have greater flexibility,
capacity, and need to support their families; the choice of their line of work enables them
to balance both the financial and family responsibilities. The results of this study show
that most women who start their own businesses do so to provide their families freer
time, and most of these women's enterprises are based on this idea. (Patrick2, 2018)

4. Women Entrepreneurs: Making A Change from Employment to Small and Medium

Business Ownership

The survey showed that corporate women entrepreneurs entered the business field owing
to personal achievement, independence, and autonomy rather than family obligations,
which seems to reflect the pull forces approach. The results offer fresh insight into the
entrepreneurial and personal traits of women who start their own businesses. Their
strongest qualities were a strong will, courage, and a passion for the business they wanted
to start. This research study makes it clear that women entrepreneurs use their depth of
professional expertise and innate tenacity to overcome a variety of difficulties and
roadblocks in the pursuit of their goals.
The performance of women entrepreneurs, their management techniques, and effective
networks among women entrepreneurs have all been the subject of several discussions
during the past ten years. (Yusof, 2017)

5. WHY EMPOWER WOMEN?

In the developing world, 43% of agricultural workers are women and girls. Women and girls
produce over 70% of the food crops in Eastern, Central, and Southern Africa.
 However, women are 27% more likely than males to experience acute food insecurity.
Women make 77 cents for every dollar earned by males, and invest 90% of that income in their
families, as opposed to 40% for men.

In comparison to their male counterparts, female farmers have much less access to, control over,
and ownership of land and other productive assets: women hold only 12.8% of the world's
agricultural land.
Women and children are disproportionately impacted by environmental degradation and climate
change. (Sewing workshop, 2022)

6. Entrepreneurship is an important driver of economic growth

Business has a significant role in economic growth and development as well as the
empowerment of women globally. Governments are urged by the OECD Guidelines on
Gender Equality to close the gender gap in entrepreneurship. In order to identify best
practises, remove barriers, and adopt policies that will help unlock the potential for women's
entrepreneurial activities, this Report aims to provide real-world experience to the OECD,
governments, businesses, and women themselves. It is based on a BIAC Seminar that was
conducted in Paris in June 2014 and featured top officials from the French, Japanese, New
Zealand, and American governments as well as leaders from global firms and other business
leaders. They talked about the difficulties that women business owners face in terms of
money, society, and culture. (Bus)

7. Encouraging women entrepreneurs could be the key to spurring India's economy onward

Thankfully, there is a growing understanding that female entrepreneurship represents a

significant untapped source of economic growth. To its credit, the government has made
startup rules for female entrepreneurs a priority even inside the Startup India initiative.
Through programmes like the Pradhan Mantri Mudra Yojana, the Women Entrepreneurship
Platform (by Niti Aayog), and the Mahila Udyam Nidhi Scheme (by SIDBI), among others,
the government has supported female entrepreneurs.
A panel for private equity and venture capital (VC) businesses is intended to be established
in Budget 2022. This will support the development of initiatives, offer suggestions for
effective action, and encourage the entrepreneurship of women. Investors and venture
capitalists are increasingly supporting and recognising women-led enterprises nowadays.
 FINDINGS AND SUGGESTION

Areas where attenuation is required

1. To encourage female entrepreneurs, government regulations and commercial policies
may be developed. The first phase of the approach is to analyse and adjust the current
regulatory framework as necessary. Making significant steps to reduce administrative
hurdles, especially for female company owners, should be the second step. For women's
entrepreneurial ventures, the third element must involve timely and reasonable funding.

2. 2. A key element of the strategy must be facilitating female entrepreneurs' entry into
industries with high development potential. Special incentives, tax breaks, duty
exemptions, and subsidised land and equipment may be provided to help women start
enterprises. Women who work in these particular industries may be given unique honours
and prizes. During the 11th five-year plan, the Indian government introduced a
programme called "Trade Related Entrepreneurship Assistance and Development Scheme
for Women" (TREAD). By assisting them in developing their entrepreneurial talents in
non-agricultural pursuits, this approach sought to economically empower women.

3. Men continue to dominate India's entrepreneurial landscape despite legislation and other
initiatives to advance gender equality. According to a recent survey, the majority of
women-owned businesses in the country are in low-profit sectors, whereas men are more
likely to work in professions like manufacturing, construction, and other related
disciplines.
Female entrepreneurs must work in fields that have traditionally been seen as "women-
friendly" because many enterprises are dominated by men, like education, fashion, and
beauty care, among others. Their access to opportunities, experiences, and skills is
extremely limited..

4. 4. There are a number of ways that the private sector may assist women who want to start
their own businesses. The founding of TiE Stree Shakti (TSS) in 2009 with support from
a prestigious group of NRI investors and Indian businesses is a perfect example. This
group targets women who own small, medium, and large firms in the manufacturing,
service, and social sectors. A pan-Indian effort aims to recognise, reward, and support
female entrepreneurs from all backgrounds..
 INDUSTRY OVERVIEW

We take the example of Mama Earth which is an Indian skin care brand

Consumers are frequently worried about the procedures used in the cosmetics industry's
production of the goods. Because of this, a new age of organic cosmetic goods is emerging,
manufactured without the use of toxins or other chemicals and using natural ingredients.

In September 2016, Ghazal and Varun Alagh founded Mamaearth with the intention of
enhancing skincare regimens while still offering the highest level of care. Mamaearth, an online
retailer of natural and toxic-free skin care products with its headquarters in Gurugram (India),
stands apart in the nation's cosmetics sector..

HOW IT WORKS?
Mamaearth has made an effort to address a prevalent parenting issue in India by developing a
cutting-edge product range. Mamaearth sells baby items that are safe by international standards
and brimming with nature's goodness in a nation where the majority of the products on the
market do not adhere to safety laws.

As the first Asian company to receive the "MADE SAFE" accreditation, Mamaearth is
frequently praised. The firm sells items that are devoid of all known chemicals that are illegal in
most nations. Mamaearth takes pride in producing goods with love and care rather than just as a
business brand. If you're curious about the origins of Mamaearth, the firm is headquartered in
Gurugram, (Gurgaon), India, and is located there.

MAMA EARTH OWNERSHIP

The majority share in Mamaearth, or 38.72% of the company, is held by Varun Alagh. Sequoia
Capital, which owns 15.22% of the interests, is the following in line. Stellaris Ventures has
10.42% of the stakes, followed by Fireside Ventures, which owns 12.04%. 8.72% of the
company's shares are owned by Sofina Ventures, 3.58% by co-founder Ghazal Alagh, and 1.32%
by Shilpa Shetty Kundra. As of March 2021 statistics, the remaining stakes, or around 10.44%,
are with Others.
MAMA EARTH COMPETATORS

MNCs like Himalaya and Johnson & Johnson, as well as e-commerce platforms like Nykaa, pose
a significant direct and indirect threat to Mamaearth. There are a number of businesses, both
established corporations and start-ups, that claim a variety of goods in the categories of baby
accessories, toys, and clothing that directly compete with Mamaearth. On the other hand,
organised companies like Johnson & Johnson, Kimberly Clark, Procter & Gamble, and Unilever,
which also serve as competitors to Mamaearth, control the cosmetics business. Additionally, as
more businesses with a toxin-free philosophy emerge nowadays, Mamaearth faces greater
competition in general.

MAMA EARTH FEATURE PLAN

The goal is to attract five million new customers over the course of the next three years in order
to grow Mamaearth into a Rs. 500 crore brands. We are considering introducing other brands
under the Honasa umbrella that would be geared at millennial customers of the new age.

Mamaearth - Startup Launch

The Mamaearth team chose to speak directly to moms because they believe in the power of
mothers. The company's founders believed that when customers utilised Mamaearth goods,
word-of-mouth advertising would do wonders for the business. Through influencer marketing,
the team also tapped into the power of social media.

The main tactic was to strike a chord with other parents who shared the same ideals and just
wanted the best for their children. The whole focus of the customer acquisition approach is on
digital content.
(Bus)
 BIBLOGRAPHY

Works Cited
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empowerment of women globally. Governments are urged by the OECD Guidelines on
Gender Equality to close the gender gap in entrepreneurship. In order to identify best
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Patrick2, S. K. (2018). MOTIVATING FACTORS THAT INFLUENCE WOMEN
ENTREPRENEURS. MOTIVATING FACTORS THAT INFLUENCE WOMEN
ENTREPRENEURS, 20-25.
Sewing workshop, A. C. (2022). Stop Hunger award laureate 2022. Stop Hunger award laureate
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Entrepreneurs: Making A change From Employment to, 5-17.

CONCLUTION

Women who start, organize, and manage a business concern are referred to as women
entrepreneurs.
According to Schumpeter, women who develop, start, or adopt a business activity are considered
entrepreneurs.
According to the Government of India, "A woman entrepreneur is defined as an enterprise
owned and controlled by a woman with a minimum financial interest of 51 percent of the capital
and giving at least 51 percent of the total voting rights for the enterprise."
Women who start businesses are individuals who come up with the idea, launch the business,
organize and combine the many production aspects, run the business, take risks, and manage the
associated economic uncertainty.
The contemporary Indian woman is no more in a want-based environment significantly. Taking
the forefront in entrepreneurship is now a matter of preference and women are no more
restricting themselves to specific sectors but their ingenuity and skill span across sectors –
starting from traditional sectors such as handicrafts and textiles, agro-products, food processing,
women entrepreneurs are currently venturing across sectors such as agro-products, hospitality,
BFSI, real estate development, ITES, Pharmaceuticals, tourism, etc. Women Contribution in
Indian Ecosystem

India has originated as one of the fastest developing start-up ecosystems in the world. 11% of the
adult population of India is directly involved in early phase entrepreneurship. The part of women
entrepreneurs in the contemporary start-up ecosystem is also rising steadily. As per the Sixth