Women entrepreneurs across India are increasingly redefining traditional business roles, with a growing number of young women from Tier 2 and Tier 3 cities entering sectors long dominated by men. This trend is highlighted by internal data from Tide, a UK-based business management platform.
According to the data, women aged between 27 and 31 form the largest group of new business owners on Tide in India. With more than 180,000 women entrepreneurs, they account for 18.7% of the platform’s Indian member base. The rise points to a broader shift, with women choosing entrepreneurship as a stable route to financial independence and flexible livelihoods, particularly beyond metropolitan cities.
Smaller towns such as Gulharia in Uttar Pradesh, Harnul in Maharashtra, Bisrakh in Uttar Pradesh, and Indore in Madhya Pradesh are witnessing more women formalising skill-based and service-driven businesses using digital tools. While areas like tailoring and beauty services have traditionally seen higher female participation, Tide’s data shows a noticeable increase in women-led ventures across diverse sectors.
These include device repair services such as mobile, tablet, and computer repairs in West Bengal and other Tier 2 cities; accounting and tax services managed by young women; nursing and personal care services, especially in Madhya Pradesh; and micro-manufacturing and sewing units that are now adopting digital payments and accounting systems.
Describing the shift as transformational, Tide India CEO Gurjodhpal Singh said women are actively breaking stereotypes by using digital platforms to expand their incomes, support household finances, and create local employment opportunities. He noted that many women in their late twenties and early thirties are turning to entrepreneurship as a pathway to self-directed growth.
Digital adoption has played a key role in accelerating this change. Tide reported a 111% rise in new women-led businesses between March and November 2025, driven by increased use of formal business practices, digital payments, and regulated financial systems. These measures also enhance credit visibility, enabling women to access financial products required for expansion.
Tide’s debit services, digital bill payments, and QR-based payment solutions have emerged as important tools in supporting women entrepreneurs by simplifying expense management, improving financial tracking, and reducing reliance on cash.
Looking ahead, Tide aims to support 500,000 women entrepreneurs across Tier 2 to Tier 5 cities by 2027 through enhanced digital solutions, financial literacy programmes, and on-ground initiatives.
