The trend of earning money is no more a reason for household entrepreneurs in the city. A now-a-day grabbing social identity is the main concern for many self-dependent women in Ranchi.
Creating one’s identity in the town is becoming the motivational factor for women entrepreneurs. Keeping the money aside it’s all about the name and fame which are inspiring the woman of Ranchi to start up their own business.
“With the support of my family members, for past 10 years I am running my own household business of selling latest designs of kurtis, sarees, ghagra, salwar suits and other dress materials through my boutique Neha Creations. In today’s time money is not a factor but maintaining the identity in the society is most important. I have my own identity today and feel proud that people know me by my name and my friends are inspired to start their own business in the town so that they too earn name and fame,” said Parul Poddar, owner of Neha Creations.
Household entrepreneurs are also coming up with new concepts to make a distinct identity. The concept of identity is refined by identifying two intertwined aspects: a self- identity and a discourse- related social identities aspect. Both the ‘self’ and the ‘social’ aspects of entrepreneurs identity work are influenced by discourses existing in the society around them.
“I have created an online library exclusively for kids titled ‘Nutty Newton’ wherein the registration fee is Rs350. The library contains cartoons and comic books for the kids. This is something new in the town though I am not using it as earning my bread and butter but because of this I will become socially renowned in the town. My business is growing as it is a new concept which helps me in creating self identity for myself and gaining a brand name,” said Puja Biyani another entrepreneur.