STRATEGIC COMMUNICATION FOR WOMEN ENTREPRENEURS IN INDIA
Keywords:
strategic communication, women entrepreneursAbstract
This paper explores the significant role and application of strategic communication for women entrepreneurs (WEs) in India, an essential yet often overlooked contributor to economic growth. Despite receiving government support and experiencing digital expansion, WEs encounter considerable obstacles, such as familial responsibilities, limited access to finance, entrenched patriarchal attitudes, and infrastructural deficiencies. The study underscores the necessity of strategic communication advancing beyond mere messaging to intelligent and adaptable engagement as a means to surmount these challenges, enhance decision-making, and build client trust.
It investigates the use of digital tools, particularly social media, as influential platforms for market access and network development, which are vital for both rural and urban WEs. By assessing current practices and pinpointing communication deficiencies, this research seeks to offer practical frameworks that prioritize relationship-building, symbolic communication, and clarity, thereby empowering Indian women entrepreneurs towards greater success and sustainable business growth.
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