A Study on Rural Women Entrepreneur: The Shifting Nature of Their Business Structure

Being successful is a nebulous word, as everyone’s definition of success is different. And having the confidence to go it alone and gain the skills necessary to run an organisation, primarily a business, is what we refer to as entrepreneurship. Women in rural communities have come a long way in their fight against society’s predetermined structures, emerging as strong, independent women who are accountable not only for the emotional well-being of the entire family, but also for meeting the family’s economic needs. Rural women entrepreneurs strategically dealing with their newly formed business have been facing a lot of effort to break the prejudice. Owning a business with societally established rules is already a milestone to achieve. Their efforts have been mostly ignored throughout their journey, but their zeal has helped them overcome the scent of indifference to being alertly informed in society. For everyone, the Covid era has been a setback. The pandemic era taught people how to persevere in terrible circumstances, with the business area being the most affected. The current article focuses on the demographic profile of rural women entrepreneurs and their business domain, as well as how the pandemic has forced a transformation in their market structure and company economy. The article sheds light on the proactive actions adopted by rural enterprises to weather the pandemic’s worst effects.