International Journal of Management (IJM)

Volume 11, Issue 12, December 2020, pp.1095-1110, Article ID: IJM_11_12_100
Available online at http://iaeme.com/Home/issue/IJM?Volume=11&Issue=12
ISSN Print: 0976-6502 and ISSN Online: 0976-6510
DOI: 10.34218/IJM.11.12.2020.100

© IAEME Publication Scopus Indexed

A STUDY ON ONLINE WOMEN

ENTREPRENEUR
G.Lakshmi Priya
Full-Time Research Scholar, St.Peter’s Institute of Higher Education and Research, Chennai,
Tamil Nadu, India

Dr. S.Smilee Bose

Associate Professor, Department of Commerce, St.Peter's Institute of Higher Education and
Research, Chennai, Tamil Nadu, India

ABSTRACT
Women Entrepreneur is a single woman or group of women, who involves in the
activity of planning, initiating, organizing, and adopting Business enterprise.
In today’s World, most of the women are preferred to be Entrepreneur than instead
of being Home Maker. On account of Economic globalization, Women Entrepreneurs
are getting faster popularity and huge recognition in the World.
As today economy is changing and everybody is moving to Online Business, Online
Platforms helps Women with an idea of Minimum Investment-Maximum Profit and leads
to grow their business from Anywhere, Any time and at Any cost.
This research study reveals the successful women Entrepreneurs in Online Business,
motive factors that encourages Women to start online business, and problems faced by
Women entrepreneurs in online business.
Key words: Women Entrepreneur, Online Business.
Cite this Article: G.Lakshmi Priya and S.Smilee Bose, A Study on Online Women
Entrepreneur, International Journal of Management, 11(12), 2020, pp. 1095-1110.
http://iaeme.com/Home/issue/IJM?Volume=11&Issue=12

1. INTRODUCTION
In Today’s World, Entrepreneur plays a key role in the World’s Economy. An Entrepreneur is
the person who starts a new business with bearing high risks and profitable returns.
In Modern days, Online business is becoming a powerful tool for gender empowerment.
The customs and habits of men and women entrepreneur are different in their age, personality,
motivation, and type of business they started. Women Entrepreneurs are goal oriented,
independent, flexible, tolerant, creative, realistic, enthusiastic and energetic in their
management style.

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 A Study on Online Women Entrepreneur

Women are Born Managers as they can manage their entire home. They have the skill of
balancing both business as well household responsibilities. Favourable Economic Policies
along with rapid advent of digital technologies like social media, Big data, mobile computing
etc. has influenced Women Entrepreneurs. During the last two decades, large number of women
are opting online business like clothes selling, food services, accessories selling, tutoring,
marketing, personal care services etc. women are starting their own ventures with their own
finance i.e Self-employment with the help of internet.
This paper discuss the present and future of Women Entrepreneurs in online business.

2. REVIEW OF LITERATURE
According to Granovetter (1973), social networks are critically important to the entrepreneurial
process and are central to business venture success. Terrence C. Sebora , Sang M.Lee
&NittanaSukasame focused on the relationships between entrepreneurial characteristics
(achievement orientation, risk taking propensity, locus of control, and networking), e-service
business factors (reliability, responsiveness, ease of use, and self-service), governmental
support, and the success of e-commerce entrepreneurs.
Mellita, D. &Cholil, W. (2012) described the aspects and role of e-commerce for gender
empowerment in developing countries. Empowering women through ecommerce need training
for the entrepreneurs, gender analysis, planning, designing, implementation and monitoring
assessment and paying attention effect on women’s live and their conditions.
Sarup and Sons Publishers.M. Jan and N. Shar (2008) in “Entrepreneurship and Women
Empowerment”, have represented the various economic opportunities for women, developing
their entrepreneurial skills, empowering them through the cooperative sector of the economy
along with presenting ways to improve their socio-economic status. In different research paper
authors represent potential opportunities associated with development of women
entrepreneurship which provide economic upliftment. E-commerce is the sector where women
can utilize their capabilities with total freedom.

3. OBJECTIVIES OF THE STUDY

• To study motive factors that encourages Women to start online business.
• To study the problems faced by women entrepreneurs in online business.

4. RESEARCH METHODOLOGY
This study is based on both Primary data and Secondary data. Primary data are collected using
Questionnaire. Secondary data are collected through Journals, Websites, and Published articles
related to this topic.

4.1 Sample Design

A sample of 30 women entrepreneurs doing online business has been taken. Sampling is done
on the basis of simple and stratified random sampling.

4.2 Data analyzing tools

Data are analyzed by using pie charts, bar graphs and Analysis of variance (ANOVA)
techniques for motive factors of women entrepreneurs and for problems faced by women
entrepreneurs in online.

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 G.Lakshmi Priya and S.Smilee Bose

4.3 Variables
4.3.1 Dependent Variables
Motive factors that encourages Women Entrepreneurs in doing online business
Problems faced by Women Entrepreneurs in online business

4.3.2 Independent Variables

Age groups
Education Qualification

5. LIMITATION OF THE STUDY

This study is time consuming as it is based on primary data collection. Due to COVID-19 small
samples are covered.

6. SUCCESSFUL WOMEN ENTREPRENEURS IN ONLINE BUSINESS

With the development of science and technology some unique new e-commerce business are
coming up by the Entrepreneurs. Such online business helps countries economy and several
other sectors to bloom. Women Entrepreneurs achieve their successful position only after the
journey they came across many hurdles and challenges.
The success stories of many Women Entrepreneurs has provided digital platforms for
enterprises opportunities. Some of Women Entrepreneurs who starts-up their business in online:

Table 1
WOMEN POSITION ORGANISATION
ENTREPRENEUR
Suchita Salwan Founder & CEO Little Black Book is a online
platform for eating, shopping &
experiences. The Company's
mission is to connect users to
local businesses, through
community generated
information and
products/experiences
marketplace.

Falguni Nayar Founder & CEO Nykaa is an Indian retail seller

of beauty, wellness, and fashion
products.
Sakshi Talwar Co-Founder Rugs & Beyond provides fine
quality handmade rugs and
carpets in traditional and

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 A Study on Online Women Entrepreneur

modern designs to decorate any

floor for home
Radhika Agarwal Co-Founder & CEO Shop Clues provides
unstructured categories of home
and kitchen, fashion, electronics
and daily utility items
Pranshu Bhandari Co-Founder Culture Alley is an online
language education platform. It
helps in learning a new
language.
Sabina Chopra Co-Founder & EVP Operator Yatra.com is an Indian Online
travel agency and travel search
engine
Aditi Avasthi CEO & Founder Embibe is an online test
preparation platform designed
to prepare students for
competitive examinations
Aditi Gupta CEO Menstrupedia is an education
company which helps girls and
women to stay healthy and
active during their periods.
Ajaitasha CEO & Founder Frontier Market provides
communication services to
urban, suburban, and rural
customers and the firm offers
voice, data, video services and
internet services.
Anu Sridharan CEO Next Drop provides reliable as
well as accurate information
regarding water delivery with
the help of messaging.
Ashwini Ashokan Co-Founder of Mad Street Madstreet provides artificial
Founder of Mad Street lab intelligence services for all
modern day applications.
Arpita Ganesh Founder Buttercups, a lingerie company
helping women find right size

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 G.Lakshmi Priya and S.Smilee Bose

with the help of personalized

fittings and retails.
Chitra Gurnani Daga CEO & Founder Thrillophilia provides tours,
travels and holidays to tourists
to different destinations.
Debatta Upadhaya Co-Founder Time Saverz, an online home
services marketplace which
helps in connecting connecting
several home service providers
with seekers.
Garima Satija Founder poshVine provides software
services for increasing share of
spends to card issuers, frequent
flyer programs and large loyalty
program
Harpreet Kaur Co-Founder Love 4 Apple , online sales of
apple company products on
demand from the customer.

Some others like Jaya Jha, Kanika Tekriwal, kavitha Iyer, Lisa Srao, Neha Motwani, Neha
Behani, Neeru Sharma, Neetu Bhatia, Pallavi Gupta, Pankhuri Shrivatsa.

7. ANALYSIS AND FINDINGS

The sample size of our survey is 30. By analysing the raw data which was collected through
questionnaire, the following results are interpreted.

8. AGE
As age has an effect on development of entrepreneurship, the age of women entrepreneur which
has been collected through questionnaire is presented in table 2

Table 2 Respondents categorised by age

Age groups Number of respondents
20-30 27
30-40 2
40-50 1
Above 50 0
Total 30
Source: Primary

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 A Study on Online Women Entrepreneur

20-30
30-40
40-50
above 50

Figure 1 Respondents categorised by Age

From the above table 2, out of 30 respondents 27 respondent belong to the age group of 20-
30 years. Out of 30 respondents 2 respondents belong to the age group of 30-40 years.Out of
30 respondents 1 respondent belong to the age group of 40-50 years.Out of 30 respondents none
respondent belong to the age of above 50 years
From the above table 2 and figure 1, shows that women in the age group of 20-30 years are
most likely to start their online business as compared to women in the age group of 30-40 years.
Women in the age of 40-50 years and above 50 years are less in favour of starting their own
online business.

9. MARITAL STATUS
Marital status plays an important role for women entrepreneurs in starting their own online
business. The information regarding marital status of women entrepreneurs in online business
which has been collected through questionnaire is presented in table 3

Table 3 Respondents categorised by their Marital status

Marital status Number of respondents
Unmarried 18
Married 12
Total 30
Source: Primary

Unmarried
Married

Figure 2 Respondents categorised by their Marital status

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 G.Lakshmi Priya and S.Smilee Bose

From the above table 3, out of 30 respondents 18 respondents are unmarried

Out of 30 respondents 12 respondents are married
From the table 3 and Figure 2 given above, it shows that among the respondents most of the
women are unmarried. Women are most likely to start their online business before marriage

10. EDUCATION QUALIFICATION

Education plays a crucial role in development of women entrepreneurship in online business.
Education level of women entrepreneurs as per the information collected via questionnaire is
shown in table 4

Table 4 Respondents categorised by Education Qualification

Education Qualification Number of respondents
High school 2
Under Graduate 13
Post Graduate 10
Others 5
Total 30
Source: Primary

High School
UG
PG
Others

Figure 3 Respondents categorised by Education Qualification

From the above table 4, out of 30 respondents 13 respondents have Under Graduate
qualification for starting their own business
Out of 30 respondents 10 respondents have Post Graduate qualification for starting their
own business
Out of 30 respondents 5 respondents have qualification other than UG, PG and High school
for starting their own business
Out of 30 respondents 2 respondents have high school qualification for starting their own
business

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 A Study on Online Women Entrepreneur

From the table 4 and figure 3, represents that majority of respondents are highly educated
in Under Graduate and Post Graduate than in high school. Thus respondents has a good
knowledge of facilities in online business.

11. EXPERIENCE IN ONLINE BUSINESS

Experience of women entrepreneurs in online business helps them in achieving their success.
An inquiry made to women entrepreneurs about their experience in online business activity,
collected through questionnaire is shown in the table 5

Table 5 Respondents are categorised by their experience in doing online business

Years Number of respondents
0-1years 15
1-2 years 6
2-3 years 6
Above 3 years 3
Total 30

Source: Primary

0-1 year
1-2 years
2-3 Years
above 3 years

Figure 4 Respondents are categorised by their experience in doing online business

From the above table 5, Out of 30 respondents 15 respondents have the experience of 0-1
year in doing online business
Out of 30 respondents 6 respondents have the experience of 1-2 years in doing online
business
Out of 30 respondents 6 respondents have the experience of 2-3 years in doing online
business
Out of 30 respondents 3 respondents have the experience of above 3 years in doing online
business
From the table 5 and figure 4 given above , majority of women entrepreneurs have the
experience of 0-1 year. This shows that in emerging technology women shows their interest in
starting their own online business.

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 G.Lakshmi Priya and S.Smilee Bose

12. KINDS OF BUSINESS THEY DO IN ONLINE

Online business enables women entrepreneurs to make earnings in terms of their creativity.
Various kinds of online business of women entrepreneurs as per the information collected via
questionnaire is shown in table 6

Table 6 Respondents are categorised by types of business they do in online

Types of business Number of respondents
Clothes 9
Food items and catering services 4
Jewellery and cosmetics 5
Online classes 2
Tourism and ticket booking 2
Accessories like electronic items 4
Online marketing 2
Others 2
Total 30
Source: Primary
10
9
8
7
6
5
4
3
2
1
0

Figure 5 Respondents categorised by types of business they do in online

From the above table 6, Out of 30 respondents 9 respondents are selling clothes in online .
Out of 30 respondents 5 respondents are selling jewellery and cosmetics in online. Out of 30
respondents 4 respondents are doing food items and catering service in online.Out of 30
respondents 4 respondents are selling electronic accessories in online.Out of 30 respondents 2
respondents are involved in online marketing.Out of 30 respondents 2 respondents are taking

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 A Study on Online Women Entrepreneur

online tutoring.Out of 30 respondents 2 respondents involved in tourism and ticket booking

activities in online
Out of 30 respondents 2 respondents are in other branding activities in online
From the table 6 and figure 5 given above, Majority of women are involved in online
clothing business followed by jewellery and cosmetics, catering services, electronic accessories
and less involved in online tutoring, online marketing and branding activities.

13. MOTIVE FACTORS THAT ENCOURAGES WOMEN TO START

ONLINE BUSINESS
Motivation is the essential component for every Entrepreneur’s success and it builds, leads,
innovates, executes and inspires to do something new and it plays a important role for
determining their level of performance. Motivation factors are the internal factors that integrates
Human’s behaviour. Motivation Factors are classified into 2 types Internal factors and external
factors. Internal factors like Innate capacity, family status, environment, education qualification
etc. External factors like government supports, Infrastructure facilities, support from banks,
financial institutions and non financial institution etc..
Economic Independence ,Women entrepreneur is independent if she runs a business without
any dependent on others in decision making and financial assistance. Online business creates
freedom and flexibility for women to start their own business. Dissatisfaction with the existing
jobs, when women is not satisfied with her current job as she feels no opportunity in progressing
career growth, she can start own business with aim of earning more profits. Online platform
helps women entrepreneurs in earning profits. Self Interest, One of the major capital for every
entrepreneur. Self confidence and Strong Willingness create trust and determination to start
new online business and helps to overcome problems in future. Technical Knowledge, In recent
days many women entrepreneurs with high competence in their ideas have been primarily using
internet and mobile devices. Encouragement from family members, family plays a key role for
women entrepreneurs and helps in career decision as they acts as personal consultants and
mentors. Family supports women entrepreneurs to do online business. Self Prestige and social
status, status of women entrepreneurs will certainly have a special pride rather than being an
employee. Potential Market, an important part for business future growth. It is a set of target
customers who create shares in the market. Online business helps in reach of global customers.
Less time consuming, one of the advantage of online business is cost savings and time saving.

Table 7 Factors that motivates women entrepreneurs

Motive factors Number of Respondents
Freedom and Flexibility 8
Family support 4
Business knowledge 3
Time saving 3
Small Investment 2
No need of Physical Space 3
Easy to handle online business 2
Good profit 2
Easy to reach global customer 3
Total 30
Source : Primary

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 G.Lakshmi Priya and S.Smilee Bose

By analysing the above table 7, it can be seen clearly that freedom and flexibility is the main
reason for the women to start online business. Next strong is that they have family support
followed by business knowledge, less time consuming , easy global reach and absence of
physical space. Less favourable reasons are they have good profit, small investment and easy
in handling online business.
Hypothesis
H0 : There is no significant difference between Education Qualification with Motive factors that
encourage online women entrepreneur
H1 : There is significant difference between Education Qualification with Motive factors that
encourage online women entrepreneur

Table 8
Education Motive factors that encourage women Entrepreneur
Qualificati Freedo Famil Busines Time Small No Easy Goo Easy to Total
on m and y s savin investme need to d reach
flexibili suppo knowle g nt of handl profi global
ty rt dge physic e t custom
al ers
space
High 1 1 2
school
Under 4 4 2 1 1 1 13
graduate
Post 2 1 1 1 3 1 1 10
graduate
Others 2 1 1 1 5
Total 8 4 3 3 2 3 2 2 3 30
Number of Observation (N) =30
Total of all Observations (T)= 30
Correction Factor (T2/N)=302 /30= 30
Total Sum of Square (SST) = 66-30= 36
Column Sum of Square (SSC)= 32-30= 2
Row Sum of Square (SSR)= 33.111-30= 3.111

Table 9 Analysis of Variance

Source of Sum of Square Degree of Mean sum of Variance ratio
variance (a) Freedom (b) square (a/b)
Between Motive SSC C-1 MSC F c= 1.7161/0.25
factors 2 8 0.25 = 6.8644
(Columns)
Between SSR R-1 MSR F r =1.7161/1.037
Education 3.111 3 1.037 =1.6548
Qualification
(Rows)
Error SSE N-C-R-1 MSE
30.889 18 1.7161
Total SST N-1
36 29

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 A Study on Online Women Entrepreneur

ndf for columns means (18,8)

ndf for rows means (18,3)
The table value of F at 5% level (18,8) df = 3.17
The table value of F at 5% level (18,3) df = 8.67

Interpretation
In the first case calculated value of F (6.8644) > the table value of F (3.17)
In the second case calculated value of F (1.6548) < the table value of F (8.67)
Therefore H0 is Rejected
Hence there is significant difference between Education Qualification with Motive factors
that encourage online women entrepreneur.

14. PROBLEMS FACED BY WOMEN ENTREPRENEURS IN ONLINE

BUSINESS
In developing countries like India, a lot of women are enters into self-employment by entering
new business in respect of restriction they face such as, low level of education, lack of
knowledge in Information Technology, finance and capital shortage, tradition, religious and
culture factors. Despite of these factors many women have emerged as successful entrepreneur
in recent years. Women entrepreneurs in online business requires necessary amount of attention
from customers and in order to get every entrepreneur needs to invest huge amount on
marketing and other promotional activities.
• Search engines and social media networking is the base for online business but it is
quite expensive. While starting an online business requires huge capital at the early
stage.
• Recruiting right employees for work is one of the greatest challenge for women
entrepreneurs in e-business.
• Conducting market research to identify target market and prospecting customers is
the challenge in online business.
• As online business transactions are carried out on internet. The sales services takes
place through online platforms requires caution or it may be misused by unidentified
people.
• Good and effective customer services is the obstacle for women entrepreneur for
maintaining good reputation. Customer satisfaction is the major problem in online
business.
• Limited access of technical knowledge.
• Tough competition .
• Balancing between family and business.
By analysing the above given table 10, it is found that most women entrepreneurs faced the
problem of starting their online business is competitors. The next problem is network issues,
Time management, marketing problems, dealing with unknown customers and network issues.
Less negative reasons are financial shortage, lack of technical knowledge and problems in
identifying and prospecting customers, hiring right employees and security threats.

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Table 10 Problems faced by online Women entrepreneurs

Problems Number of Respondents
Financial shortage 3
Hiring Right employees 1
Competitors 5
Identifying and Prospecting 2
customers
Network problems 4
Security threats 1
Handling latest technology 2
Time management 4
Unknown customers 4
Marketing 4
Total 30
Source: Primary
Hypothesis
H0: There is no significance difference between age group with problems faced by online
women entrepreneurs.
H1: There is significance difference between age group with problems faced by online women
entrepreneurs.

Table 11
Age Problems faced by women entrepreneurs
group Financ Hiri competit Identifyi Netw Secur Hand Tim Unkno mar to
(in ial ng ors ng and ork ity ling e wn keti ta
years) shorta righ prospect probl threat latest man custom ng l
ge t ing em tecnol age ers
peo custome ogy men
ple rs t
20-30 3 1 5 2 4 4 4 4 2
7
30-40 1 1 2
40-50 1 1

Total 3 1 5 2 4 1 2 4 4 4 3
0
Number of Observation (N) =30
Total of all Observations (T) = 30
Correction Factor (T2/N) =302/30= 30
Total Sum of Square (SST) = 106 - 30= 76
Column Sum of Square (SSC) = 36-30= 6
Row Sum of Square (SSR) = 73.4-30 = 43.4
Sum of Error (Residual) SSE = SST- SSC- SSR = 26.6

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 A Study on Online Women Entrepreneur

Table 12 Analysis of Variance

Source of variance Sum of Degree of Mean sum of Variance ratio
Square Freedom (b) square (a/b)
(a)
Between Problems faced SSC C-1 MSC Fc=1.477/0.667
by Women 6 9 0.667 = 2.214
Entrepreneurs(Columns)
Between Age Groups SSR R-1 MSR Fr =21.7/1.477
(Rows) 43.4 2 21.7 =14.692
Error SSE N-C-R+1 MSE
26.6 18 1.477
Total SST N-1
76 29
ndf for columns means (18,9) 2.96
ndf for rows means (2,18) 3.55
The table value of F at 5% level (18,9) df = 2.96
The table value of F at 5% level (2,18) df = 3.55
Interpretation
In the first case calculated value of F(2.214) < the table value of F (2.96)
In the second case calculated value of F (14.692) > the table value of F (3.55)
Therefore H0 is Rejected
Hence there is significance difference between age group with problems faced by online women
entrepreneurs.

15. CONCLUSION
In the last 3 decades, contribution of women in the field of entrepreneurship has been expanding
at a considerable rate in country’s economic growth. Generally women have the capacity to
perform dual role by taking care of household activities as well as they can built their career
with the help of E-Commerce.
In olden days, women became entrepreneurs due to push factors like poverty, Husband’s
death, illness, need of additional income etc. but today in Online networked environment
women started their ventures because of Innovation, passion, achievement and risk taking
ability. The main reason for choosing online market place is minimum investment, ease of work
from home and global reach.
With the advantage of E-Commerce today, large number of women have become financially
independent by selling products online and has freedom from the comfort of their homes.
Women are selling products in online in the areas of business like clothing, catering, teaching,
marketing, tourism and travelling etc.
Based on the results analysed from the respondents, the main motive factor that encourage
women entrepreneur in online business is ”Freedom and Flexibility”. From this paper by
rejecting null hypothesis (H0) ‘ There is no significant difference between Education
Qualification with motive factors that encourage Online women entrepreneur. It is concluded
that there is significant difference between Education Qualification with motive factors that
encourage Online women entrepreneur.
Though there are many factors that encourage women entrepreneurs, still they are facing
some problems in selling products through online. Therefore some efforts has to be made to

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 G.Lakshmi Priya and S.Smilee Bose

solve their problems by conducting workshops, and training programmes in various marketing
process, delivery process, packaging and labelling , and after sales services.
After completing the results of analysis and findings, the study found that the main problem
faced by women entrepreneur in online business is “Competitors”. From this paper by rejecting
null hypothesis (H0 ) ‘ There is no significant difference between age group with problems faced
by Online women entrepreneur. It is concluded that there is significant difference between age
group with problems faced by Online women entrepreneur.

16. SUGGESTIONS
• The family members of women entrepreneurs has to offer help and support in their
domestic work so that women entrepreneurs can develop their career and achieve their
success.
• Women entrepreneurs must have updated knowledge in technology and aware of
fraudulent activities in online business.
• The role of Educational institutions and financial institutions is necessary for women
participation in Small and Medium Enterprise (MSME).
• Women entrepreneurs has to eliminate negative people around them.
• Self-confidence and self-believe is the key of every successful women entrepreneurs
which in turn creates ideas into opportunities.
•Getting continuous feedback from customer helps women entrepreneur to analyse their
Strength, Weakness, Opportunities and Threats (SWOT) leads to expansion Business in
online.
• NGO’s and Government should empower women by providing training programmes ,
creating awareness, conducting seminars and workshops and giving entrepreneurial
projects to them.
Empowerment of women entrepreneurs in online business creates employment
opportunities leads to development of country’s economy that automatically leads to
contribution in women entrepreneur’s family.

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[10] https://www.entrepreneur.com/article/306882

[11] www.researcghgate.ac.in

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