Mapping the Journey of Women Entrepreneurs in Tier-2 India
Need
A media network approached Blue Caterpillars to ground their upcoming series in the authentic experiences of women entrepreneurs from Tier 2 India.
The goal was to surface deep, real-life narratives, not just about business, but about the inner lives, motivations, and personal turning points that shape a woman’s entrepreneurial journey.
Approach
We conducted immersive ethnographic sessions with seven self-made women entrepreneurs in Bhopal and Lucknow. Each interaction lasted 2 to 2.5 hours and involved both observation and open-ended conversation. These women weren’t running legacy businesses, they were first-generation founders who built something of their own, often from scratch.
We visited their workspaces, sat with them in their element, and listened as they talked about what drives them: the emotional load, the cultural tightropes, and the everyday hustle of turning passion into profession.
Outcome
The stories revealed a quiet but powerful form of resilience. These women juggle family responsibilities, navigate financial pressures, and respond to operational challenges with creativity and grit.
Digital tools like WhatsApp became enablers, allowing them to grow with agility and minimal cost. What truly differentiated some of them was their ability to adapt, their openness to learn, pivot, and seek support when needed. In many cases, emotional backing from family became a cornerstone of their success.
Their journeys are layered with effort, learning, and meaningful small wins. From these lived experiences, we mapped their journey, and shaped insight driven content cues that mirror real ambition, relatable dilemmas, and the spirit of women redefining success in Tier 2 India – one step at a time.
