Exploring the experience of rural women entrepreneurs in Kerala

Women entrepreneurship literature is gaining momentum in recent years due its dynamic characteristics and multi-disciplinary scope. This study sought to trace the expectations and challenges of women entrepreneurs in the rural areas of Kerala, India. The study has used an exploratory research design and collected qualitative data by using semi-structured interview. The study revealed that financial crisis, the desire to own a business, changing social outlook on gender stereotypes, encouragement from community-based organisations and support from family as the major drivers that motivate the rural women in Kerala to embrace entrepreneurship. The results of the study also assert that the rural women in Kerala are facing obstacles in the form of funding and managing capital, better infrastructure, patriarchal stigma, lack of awareness about different aspects of running a business and long hours of work. Affordable and accessible banking and support for marketing are the major expectations delineated in this study.