Motivational factors and challenges of women entrepreneurship: insights from rural Uttarakhand

Women entrepreneurs face many obstacles while managing their businesses and developing successful ventures over time. The long-term sustainability of their business reflects their entrepreneurial skills. Specific forces empowered the entrepreneurial drive of women entrepreneurs, keeping them satisfied and engaged in their ventures. Purpose. The study aims to examine the issues and challenges women entrepreneurs face in rural areas and the motivational factors that drive a woman to stay onthe path of entrepreneurship. Method. This study examined the motivational factors and challenges by investigating 20 women entrepreneurs of Uttarakhand. This study has employed a qualitative approach known as Interpretative Phenomenological Analysis (IPA) to analyze the data. A semi-structured questionnaire was prepared, and data is collected through in-depth interview. Findings. Four major themes emerged as significant findings of this study, i.e. individual and family-related Challenges; Challenges posed by Society, Challenges due to Location and Motivators for woman entrepreneurs.