Critical Examination of Shift in Women’s Participation in Start-Ups

Traditionally, women in India were limited to the household work and management. The participation of women in business was marginalized. But, after years of hard work women’s have made considerable place for themselves in the business society. The increasing participation of women in business has led to many women-led startups in India. Women led startup businesses like Nykaa, Mobikwik and Zivame are being proved to be pioneers of the establishment of women in business. This paper will focus on the opportunities and challenges faced by various women led startups in India that led them to the position that they are today. It aims to give a critical understanding of factors that impacted the growth of the various female run start-up businesses as well as the strategies that helped the business grow. This paper will also include the analysis of various schemes of the government to promote the participation of female in business.