A report by Nasscom Foundation and LEAD at Krea University has revealed that network unavailability, after-sales payment-related processing, data charges and lack of familiarity with the technology are hindering women entrepreneurs' full participation in digital commerce.
Rural women entrepreneurs often face limited data connectivity via wifi/broadband. However, connectivity through mobile data networks showed a robust level of regular access, with 81.1 per cent of respondents reporting consistent connectivity.
Rostow Ravanan, Chairperson, Nasscom Foundation said, “Empowering rural women entrepreneurs has a profound ripple effect, fueling employment opportunities and building sustainable, self-reliant communities. Despite strong agency, many women face barriers to full digital integration, yet their readiness to embrace technology and social platforms is promising.”
Financially, the impact of social commerce is promising but shows significant room for growth, the report added. Most businesses surveyed (67.0 per cent) report an annual turnover within the lower income brackets (“up to Rs 1 lakh”), with a similar percentage (74.4 per cent) reporting an average profit of “less than Rs 1 lakh” over the last year.
This data suggests that while the adoption of digital and social media by women entrepreneurs is on the rise, translating this adoption into significantly higher earnings is still a work in progress. Nonetheless, the trend towards digital adoption, particularly the use of social media for business, is positive and can lead to increased market linkages, better customer engagement, and ultimately improved business outcomes for women entrepreneurs.
Notably, overall accessibility to smartphones and internet connectivity does not pose a concern for typical rural women entrepreneurs, according to the report. Notably, approximately half of the respondents (52 per cent) using smartphones for business purposes have been doing so for at least a year.
Sharon Buteau, Executive Director, LEAD at Krea University said, “Today, a woman operating a crafts business from her home in rural India can showcase products to a vast and diverse clientele, transcending geographical barriers and minimising the role of intermediaries.”
These social platforms can be game-changers in enabling women to compete on an equal footing and reach consumers far beyond their immediate communities, and tap into their innate networking abilities.
“However, we find that technology access is rarely neutral. Understanding these challenges is crucial for crafting strategies that empower and support women entrepreneurs in digital and social commerce. We hope the insights presented in the report will foster a more nuanced and informed dialogue on the role of technology and social platforms, and feed into shaping effective policies and solutions,” Buteau added.
The report added that smartphones have become highly accessible among women doing business, with 79.5 per cent of women owning their own devices and 20.5 per cent accessing them through family members. Meanwhile, the analysis of women entrepreneurs’ business practices also revealed a notable preference for offline methods over online ones. Specifically, 82.3 per cent favoured offline sales and marketing practices, while only 17.7 per cent preferred online platforms.
