Feminist Ideologies at Work: Culture, Collectivism, and Entrepreneurship among Disadvantaged Women in India

This study explores the role of feminist ideologies in enabling entrepreneurship among disadvantaged women in societies entrenched in structures of patriarchy. The study draws on evidence from Lijjat, a women’s cooperative in India. Through careful consideration of the context and relations in which marginalized women were able to initiate, develop, and successfully grow a business, results draw two key conclusions. First, pragmatist feminist ideologies are particularly supportive of women’s economic activities in a patriarchal context. Second, ideological influences on women’s entrepreneurship exist both at the individual level (motivation) and at the collective level (organizational practices). Studying the intersection of these tiers enables a better understanding of how women’s entrepreneurship at the grassroots level can be supported in male-dominated cultures.HIGHLIGHTS Patriarchal norms limit disadvantaged women’s entrepreneurial opportunities in India.Lijjat, a women’s cooperative, provides insight into the role of feminist ideologies in empowering women.Pragmatist feminist ideologies encourage women to challenge traditional norms through entrepreneurship.These ideologies shape both individual motivations and collective organizational practices at Lijjat.Supporting women’s cooperatives can improve women’s economic participation and empowerment.