Social media as a catalyst: How Instagram is enabling Indian housewives to become digital entrepreneurs

Abstract

A platform that began as a casual way to share photos has developed into a potent commercial tool. The world of digital enterprise is being gradually transformed by Instagram, particularly among Indian housewives who are transforming their artistic endeavors into reliable sources of revenue. These women are starting micro businesses from the comfort of their homes by utilizing the platform’s integrated purchasing features, visual storytelling tools, and direct customer connection capabilities. The present case study investigates how Instagram’s evolving features are promoting entrepreneurship through the use of reels, stories, shops, and influencer collaborations. A change in traditional gender roles, digital empowerment, and higher household income are some of the wider socioeconomic effects that are also examined. Based on the digital inclusion idea, the study emphasizes that having access to user-friendly, low-barrier digital technologies can spark significant social and economic transformation.