Hello Entrepreneurs - March 2026

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According to data from the National Family Health Survey (NFHS-5) collected in 2019–20, nearly 88% of married women in India have a say in major household expenses, particularly for healthcare and education. This growing influence is reshaping marketing campaigns and consumer strategies across industries.
When Seema Rathod (name changed) wanted to buy a new refrigerator, she did not ask her in-laws or husband for permission. Instead, she took her husband directly to the showroom to evaluate which model met her expectations.
“My husband is away most of the year,” she says. “I am in charge of taking care of my son and in-laws most of the time. When I am going to pay for it, I might as well know what I am buying,” adds the Bangalore-based finance executive.
Seema is not alone.
According to NFHS-5 data, around 88.7% of married Indian women participate in key household financial decisions across the country. This reflects a broader social and economic shift, supported by rising workforce participation among women.
Government data shows that female workforce participation has increased significantly—from 23.3% in 2017–18 to nearly 41.7% in 2023–24, further strengthening women’s role in financial decision-making within households.