Breaking Barriers, Building Dreams: Exploring the Real-Life Struggles and Strengths of Female Entrepreneurs: A Case Study of Sargodha

Abstract

This study explore the barriers, motivating factors, and supportive mechanisms influencing female entrepreneurship in the semi-urban context of Sargodha, Pakistan.Female entrepreneurs in Pakistan face gendered social norms, cultural constraints, and limited institutional support, impacting their entrepreneurial journeys. A qualitative case study approach was adopted, using in-depth interviews with ten female entrepreneurs from sectors such as manufacturing, retail, education, and beauty services. Thematic analysis revealed six key themes: psychological resilience, work-life balance, financial constraints, family support, gendered norms, and institutional/community support. While patriarchal norms limit access to resources and mobility, support from fathers, spouses, and institutions like the Women Chamber of Commerce enabled business success. To address these challenges, the study suggests improving access to finance, expanding institutional outreach, providing mentorship, increasing financial literacy, promoting role models, and dismantling harmful stereotypes through inclusive policies and community awareness. These measures are crucial for fostering sustainable and inclusive female entrepreneurship in Pakistan.