{"id":363,"date":"2025-12-02T12:01:01","date_gmt":"2025-12-02T12:01:01","guid":{"rendered":"https:\/\/digitalprindia.com\/news\/?p=363"},"modified":"2025-12-02T12:01:01","modified_gmt":"2025-12-02T12:01:01","slug":"tiendaa-women-in-business-breaking-expectations","status":"publish","type":"post","link":"https:\/\/digitalprindia.com\/news\/tiendaa-women-in-business-breaking-expectations\/","title":{"rendered":"The Real Challenges Women-Led Businesses Face \u2014 A Story Told Through Tiendaa (\u0924\u093f\u092f\u093e\u0902\u0926\u093e) By Eisha Sethi, Founder of Tiendaa"},"content":{"rendered":"<p>Although women entrepreneurs in India are rewriting the rules of business, their journey is still marked by barriers and battles the world rarely sees.<\/p>\n<p>With a Master\u2019s in Physical Therapy and an MBA, I refused to fit into one identity &amp; took the unconventional route into branding, writing, and eventually entrepreneurship \u2014 choosing passion over predictability. In 2022, along with my mother, I founded <strong>Tiendaa<\/strong>, an <u>Indian handcrafted designer jewellery brand<\/u>, using savings, intuition, and a belief that women deserve to be unapologetically themselves \u2014 bold, original, and free to express their style beyond conventional fashion.<\/p>\n<p>It wasn\u2019t just a business I was creating; it was a declaration \u2014 a promise that I would no longer shrink, apologise, or fit into a version of womanhood that made everyone else comfortable.<\/p>\n<p>But the journey came with realities that shook me, shaped me, and strengthened me.<\/p>\n<p><strong>1. Being Taken Seriously \u2014 First and Hardest Battle<\/strong><\/p>\n<p>The biggest challenge isn\u2019t competition. It is perception.<\/p>\n<p>Women founders constantly hear:<\/p>\n<ul>\n<li>\u201cYou left your job for this?\u201d<\/li>\n<li>\u201cIs this a hobby?\u201d<\/li>\n<li>\u201cKuch kamaayi bhi hai?\u201d<\/li>\n<li>\u201cYou can\u2019t do this alone.\u201d<\/li>\n<\/ul>\n<p>These comments reflect deep-rooted doubt in women\u2019s abilities. We are questioned not on our business model, but on our ability to run one.<\/p>\n<p><em>Every woman founder knows the weight of proving her seriousness again and again \u2014 even to people who should believe in her.<\/em><\/p>\n<p><strong>2. Funding Biases Are Real<\/strong><\/p>\n<p>Of course!<\/p>\n<p>Investors hesitate when a woman is at the table. Assumptions about \u201ccommitment\u201d or \u201cstability\u201d overshadow business numbers.<\/p>\n<p>Building Without Privilege or Funding<\/p>\n<p>Most women-led businesses begin with:<\/p>\n<ul>\n<li>personal savings<\/li>\n<li>passion<\/li>\n<li>calculated risks<\/li>\n<\/ul>\n<p>I built <strong>Tiendaa<\/strong> one step at a time:<\/p>\n<ul>\n<li>transitioning from service to the product industry<\/li>\n<li>sourcing products<\/li>\n<li>understanding marketplaces<\/li>\n<li>learning manufacturing<\/li>\n<li>studying digital marketing<\/li>\n<li>selling at stalls<\/li>\n<\/ul>\n<p><em>Without external funding, every decision becomes magnified \u2014 but that resourcefulness becomes our strength.<\/em><\/p>\n<p><strong>3. Managing Safety, Mobility, and Operational Risks<\/strong><\/p>\n<p>Women must think twice about working late, travelling alone, and entering crowded markets.<\/p>\n<p>What is simple logistics for a male founder becomes a safety strategy for a woman.<\/p>\n<p><em>Safety is an extra layer of planning.<\/em><\/p>\n<p><strong>4. Building Customer Trust<\/strong><\/p>\n<p>Trust isn\u2019t given to women-led brands \u2014 it\u2019s earned slowly.<\/p>\n<p>We often hear:<\/p>\n<ul>\n<li>\u201cIs her product reliable?\u201d<\/li>\n<li>\u201cWomen\u2019s brands are small-scale.\u201d<\/li>\n<li>\u201cShe will negotiate.\u201d<\/li>\n<\/ul>\n<p>There is an expectation that women should charge less and justify their decisions.<\/p>\n<p><em>Women work twice as hard to prove credibility and stability.<\/em><\/p>\n<p><strong>5. Lack of Mentorship<\/strong><\/p>\n<p>The entrepreneurial world is still male-dominated.<\/p>\n<p>Women struggle to find:<\/p>\n<ul>\n<li>mentors<\/li>\n<li>networks<\/li>\n<li>industry guidance<\/li>\n<li>people who relate to their journey<\/li>\n<\/ul>\n<p>With limited support or consultants, the path becomes lonelier. We rely heavily on trial, error, and intuition.<\/p>\n<p>And what makes this harder is that most advice available to women comes from people who have never lived the challenges we face \u2014 safety issues, emotional labour, credibility gaps, and judgement. Even when guidance exists, it rarely reflects our reality, leaving women to figure things out on their own.<\/p>\n<p><em>Learning every skill becomes survival<\/em>.<\/p>\n<p><strong>6. Emotional Labour, Nobody Counts<\/strong><\/p>\n<p>A woman entrepreneur doesn\u2019t just run a business. She also carries:<\/p>\n<ul>\n<li>household duties<\/li>\n<li>emotional expectations<\/li>\n<li>caregiving roles<\/li>\n<li>social judgments<\/li>\n<\/ul>\n<p><em>This emotional labour is invisible and exhausting \u2014 yet rarely acknowledged.<\/em><\/p>\n<p><strong>7. Lack of Emotional Support<\/strong><\/p>\n<p>One of the most invisible challenges is missing emotional backing at home.<\/p>\n<p>Families and partners say, \u201cWe support you,\u201d but support comes with boundaries:<\/p>\n<ul>\n<li>\u201cDon\u2019t work late.\u201d<\/li>\n<li>\u201cFamily should be your priority.\u201d<\/li>\n<li>\u201cDon\u2019t take big risks.\u201d<\/li>\n<\/ul>\n<p>They treat the business as a phase, not a career. This creates emotional friction that shakes confidence and fuels self-doubt.<\/p>\n<p>Many women build dreams while negotiating for space, belief, and validation.<\/p>\n<p><em>Yet we continue \u2014 choosing growth even when no one sees the weight we carry.<\/em><\/p>\n<p><strong>8. Vendor Trust Issues<\/strong><\/p>\n<p>Women entrepreneurs often face:<\/p>\n<ul>\n<li>compromised quality<\/li>\n<li>misleading information<\/li>\n<li>delayed deliveries<\/li>\n<\/ul>\n<p>To protect <strong>Tiendaa\u2019<\/strong><strong>s<\/strong> quality, I learned:<\/p>\n<ul>\n<li>jewellery manufacturing processes<\/li>\n<li>design limitations<\/li>\n<li>metal-type and metallurgy<\/li>\n<li>goldplating-type &amp; anti-tarnish science<\/li>\n<\/ul>\n<p><em>\u201cKnowledge became my armour.\u201d<\/em><\/p>\n<p><strong>9. Male-Dominated Networks<\/strong><\/p>\n<p>Jewellery sourcing and manufacturing networks are male-led and trust-based.<\/p>\n<p>Artisans prefer dealing with men.<\/p>\n<p>I spent months identifying dependable vendors through trial and error.<\/p>\n<p>I earned respect not by demanding it, but by demonstrating knowledge and clarity.<\/p>\n<p><strong>10. Leadership Stereotype Trap<\/strong><\/p>\n<p>Businesswomen are labelled \u201caggressive\u201d or \u201cselfish,\u201d while men doing the same are praised as \u201cstrategic\u201d or \u201cresponsible.\u201d<\/p>\n<p>These micro-judgements add up.<\/p>\n<p><strong>Why These Challenges Matter<\/strong><\/p>\n<p>Behind every woman-led business you admire, there is a story of resilience you may never see.<\/p>\n<p>Women are not just building brands \u2014 they\u2019re breaking systems, rewriting roles, and redefining power.<\/p>\n<p>Tiendaa was created with one simple belief- <u>Women deserve to express themselves boldly, without waiting for permission.<\/u><\/p>\n<p>And that belief reflects a larger truth- <em>\u201c<\/em>Women entrepreneurs are not just running businesses; they are reshaping India\u2019s entrepreneurial landscape.\u201d<\/p>\n<p><strong>Instagram &#8211;<\/strong> <a href=\"https:\/\/www.instagram.com\/tiendaajewels\" target=\"_blank\" rel=\"noopener\">https:\/\/www.instagram.com\/tiendaajewels<\/a><\/p>\n<p><strong>Website &#8211;<\/strong> <a href=\"https:\/\/tiendaa.in\/\" target=\"_blank\" rel=\"noopener\">https:\/\/tiendaa.in\/<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Although women entrepreneurs in India are rewriting the rules of business, their journey is still marked by barriers and battles the world rarely sees. With a Master\u2019s in Physical Therapy and an MBA, I refused to fit into one identity &amp; took the unconventional route into branding, writing, and eventually entrepreneurship \u2014 choosing passion over [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":364,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[60],"tags":[476,475,474,473,472,471,470],"class_list":{"0":"post-363","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-business","8":"tag-brandbyeishasethi","9":"tag-gold-platedjewellery","10":"tag-handcrafteddesignerjewellery","11":"tag-tiendaa","12":"tag-tiendaawomen-ledjewellerybrand","13":"tag-womanentrepreneurs","14":"tag-womenstart-upstories","15":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Tiendaa 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