The journey from traditional skills to modern markets and the socio-economic empowerment of women entrepreneurs

Purpose This study aims to examine the factors that have a role in the empowerment as well as social and economic well-being of the women entrepreneurs based in the rural areas of eastern India. The women entrepreneurs in the region operate in harsh conditions and are underrepresented in academic research. Design/methodology/approach The study uses a qualitative research design in general and thematic analysis in particular. The information was collected from the semi-structured interviews from 18 respondents. Thereafter, inductive thematic analysis was employed. Findings There were six themes that emerged from the analysis. This study reveals that women entrepreneurship in rural areas is driven by economic needs and community support. The women entrepreneurs utilize traditional skills while seeking modern business training. The issues related to gender biases, infrastructure and market access coupled with limited financial access hinder growth. Entrepreneurship significantly improves the social and economic well-being of rural women. Respondents face primarily downstream marketing constraints rather than production barriers. These are middleman dependence, weak positioning against substitutes and gendered marketplace exclusion. Practical implications Policymakers should focus on inclusive financial policies, effective business training and improved market access to empower rural women entrepreneurs. It is important to address gender discrimination and infrastructure challenges through strengthening community support. Support programs should prioritize marketing, digital channels, collective branding and women’s access to trade forums. Originality/value This study uniquely combines multiple theories to show how social structures impact women entrepreneurship in rural areas. It highlights the balance between personal agency and social barriers. The study emphasizes the importance of family support that reveals persistent gender biases. It further advocates for policies that promote gender equality.