The role of digital technologies in supporting women entrepreneurs during and after the pandemic: A case approach

The COVID-19 pandemic has posed unprecedented challenges for businesses globally, with women entrepreneurs facing distinct hurdles due to their often-limited access to resources and networks. However, digital technologies have emerged as key factor in mitigating these challenges, offering essential support to women entrepreneurs during and beyond the pandemic. This research investigates the role of digital technologies in empowering women entrepreneurs across various regions, with specific focus on India. Data were collected through interviews using a semistructured questionnaire with seven women entrepreneurs and analyzed via thematic analysis. The findings reveal that digital technologies such as social media platforms, e-commerce solutions, and digital payment systems were instrumental in helping women entrepreneurs adapt to the lockdown situation, innovate their business models, and maintain customer engagement amidst the disruptions. Moreover, these technologies enabled many to expand their businesses into new markets despite the adverse conditions by exploring the non-conventional and digital methods product promotion and customer reach. The study also uncovers barriers, such as unequal access to digital tools and digital literacy gaps, particularly in suburbs and rural areas of India. These challenges highlight the need for more comprehensive support systems to ensure equitable access to digital resources for women entrepreneurs. This research contributes to a deeper understanding of how digital technologies can act as catalysts for resilience and growth among women entrepreneurs. Since the use of digital technology is going to be the new normal for all type of business therefore, this particular study laid the foundation for further research and policy initiatives aimed at enhancing digital inclusion and fostering sustainable entrepreneurship for women in emerging economies.