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India is witnessing a remarkable shift in its entrepreneurial landscape, with women from smaller towns leading the charge in digital business adoption. According to data from Tide, a leading financial platform for SMEs, 96% of its women members are from Tier 2, 3, and 4 cities, collectively known as ‘Bharat’.
Digital Empowerment Beyond Metros
Contrary to the conventional belief that entrepreneurship thrives in metropolitan cities, data shows that smaller towns such as Kota, Lucknow, Bareilly, Chhindwara, Latur, and Hathras are emerging as hotspots for women-led businesses. Tide has recorded a 282% rise in women members over the past year, surging from 22,584 in February 2024 to 86,226 in February 2025.
Women Entrepreneurs Reshaping India’s Economy
With approximately 22 million women-led small businesses contributing around 20% of India’s SME sector, the role of digital tools in expanding opportunities cannot be overstated. Tide’s data highlights that 30% of its women entrepreneurs hail from smaller towns in Uttar Pradesh and Maharashtra, followed by 11% from West Bengal, 9% from Madhya Pradesh and Bihar each, and 5% from Odisha.
General stores, beauty salons, and tailoring businesses lead the way, accounting for 31% of all digital enterprises on the platform. Women are also making strides as digital marketers, teachers, bookstore owners, financial consultants, and agricultural tool vendors, with solopreneurs making up over 61% of ten key business sectors.
Breaking Barriers with Digital Tools
“For decades, entrepreneurship in India revolved around metros and family-run businesses. Today, digital access and a supportive ecosystem are enabling first-generation women entrepreneurs from smaller towns to thrive,” said Gurjodhpal Singh, CEO of Tide in India.
He added, “These women are not just adopting digital tools but mastering them to create successful businesses, generate employment, and transform their communities.”
Younger Generations Drive Adoption
Cultural and technological shifts are encouraging younger generations to embrace digital business tools. Gen Z (19-25 years) and millennials (26-40 years) now constitute 78% of Tide’s women members. However, digital adoption is not restricted to younger entrepreneurs. Women from Gen X and the Baby Boomer generation make up 22% of adopters, with an 89-year-old bookstore owner standing as a testament to how technology is empowering women across generations.
Paving the Way for Half a Million Women Entrepreneurs
Currently, more than 14% of Tide’s total member base consists of women. To support female entrepreneurs, Tide has launched initiatives such as policy awareness programmes and collaborations with women-focused incubators, including WE Hub (Telangana’s state-led incubator), NEHHDC (North Eastern Handicrafts & Handlooms Development Corporation Limited), and the Ubuntu Consortium.
With a commitment to onboarding 500,000 women entrepreneurs in India by 2027, Tide is playing a key role in ensuring that women-led businesses become an integral part of India’s digital economy.
