• Shewli Hira
• Dr Sartaj Ahmad
• Dr Manoj Tripathi

This paper studies the increasing female participation in small businesses, which is believed to fuel India’s economy. Women, are emerging as the new business managers or small-scale entrepreneurs as ‘visible wives’. I have coined this term in the context of Indian society where women are expected to be invisible in the public space. The purpose of using the word ‘visible wives’ is because millions of business women still use the end of their sarees to cover their heads to balance their tradition of veils and modernity (making videos) amidst rising costs in Indian society. Data has been gathered over a period of eight months in Dum Dum, Twenty-four parganas, West Bengal. This picture of the women micro entrepreneurs, ‘visible wives’ is from a perspective which is a mix of scholarship and lived experiences and gives us an additional insight into the gender-based complexities evolving towards women empowerment as a spin off from the necessity of doing business. It also presents a unique perspective towards all the ‘lack’ have not been enough to cause an impediment on the way of the emergence of “visible wives”, who own very small businesses, because there are other crucial parameters behind an individual’s success. In other words, this research finds that collaboration, partnership and family support are important for women to succeed in their businesses.

"Women-owned Very Small Businesses in South Dum Dum, Kolkata – Observations From the Field", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.11, Issue 5, page no.h608-h619, May-2024, Available :http://www.jetir.org/papers/JETIR2405778.pdf

"Women-owned Very Small Businesses in South Dum Dum, Kolkata – Observations From the Field", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.11, Issue 5, page no. pph608-h619, May-2024, Available at : http://www.jetir.org/papers/JETIR2405778.pdf