An overwhelming 48%of homemakers had dreams and aspirations to start their own business or pursue a hobby to make money, when they were young

Britannia Marie Gold INDIAN Women Entrepreneurship Survey Report 2018,a customised study conducted by Nielsen for Britannia, reveals the biggest barriers that hold homemakers back from pursuing their dreams of starting their own ventures

India is one of the fastest-growing economiesin the world and many experts believe that the country’s women hold the key to unlocking its full growth potential. The question is – do the country’s nearly 600 million women want to step outside their homes and pursue their entrepreneurial dreams and if yes, what holds them back.

Britannia Marie Gold, a 60+ year old favourite brand of homemakers and the 3rd largest biscuit brand in India, h as found through its first ever Britannia Marie Gold Indian Women Entrepreneurship SurveyReport that  hom emakers do, in fact, hold aspirations of embarking on an entrepreneurial journey and finding financial indepen dence, however there are many barriers they must cross to get there.

The customised survey was conducted by Nielsen, for Britannia, among1267 non-working housewives in cities of Delhi, Lucknow, Mumbai, Pune, Kolkata, Asansol, Chennai, and Coimbatore in the age group of 25-45 years belonging to NCCS A & B.

Key takeaways from the study:

  • Nearly half (48%) of Indian homemakers had dreams and aspirations to start a business or pursue a hobby to make money when they were young
  • 1 in 2Indian homemakers had dreams and aspirations to be financially independent when they were young
  • Of homemakers who aspire to start their own business or pursue a hobby to make money, 69%say that the greatest barrier is lack of sufficient funds, 63% say its home responsibilities taking up most of their time, 39% say its lack of guidance and 36% reported that it’s a lack in confidence
  • Out of the homemakers who have dreams and aspirations to start their own business or pursue a hobby to make money, the top types of businesses that they would like to launch are tailoring (36%), beauty parlours (28%), opening a boutique or shop (26%) and starting home tuitions (20%).
  • When asked what would help homemakers start their own business, 62% say it is financial/funding support while 51% say self- confidence/ counselling is what they would most need.
  • Among homemakers with dreams and aspirations to start their own business or pursue a hobby to make money, 64% say the reason for the same is to gain financial independence while 54% say they want to create their own identity.
  • Nearly all (92%) of Indian homemakers say that it would make them happy to see their daughters and the next generation of women run their own businesses.
  • Top reasons why homemakers would be happy to see their daughters and the next generation run their own businesses are: 66% say because it would give them more self-esteem, 64% say because it would help them gain financial independence and 62% say because it would help them create their own identities.

Mr. Ali Harris Shere, VP – Marketing, Britannia Industries Ltd., said, 

“Homemakers are constantly caught up in the daily responsibilities of looking after family and too often, their own am bitions fall by the wayside. The new generation of homemakers, however, seek to ensure their personal interests do not take a back seat. This research study proves our observations and identifies barriers– financial support, guidance and confidence- that we want to help address. Britannia Marie Gold My Start Up initiative champions homemakers who ha ve the ability to find reserves within them to ‘Do More and Be More. The initiative fuels homemakers to go ahead and launch their own ventures, contributing to their families and the overall economy.”

Britannia Marie Gold My Start Up Campaign – Breaking down the barriers

Britannia has launched a first-of-its-kind initiative coinciding with its cen tenary year. The advocacy program will reward ten homemakers with INR 10 lakhs to start their businesses. The brand has also put together an expert pa nel of mentors who will hand hold the neo-entrepreneurs and guide them to attain success in their business ve ntures.

Homemakers need to give a missed call to the number provided on the Marie Gold pack or log on to Entrants will be sent an SMS asking three questions about their business idea. Britannia will then follow-up via a phone call, record their responses and shortlist 50 finali sts. The 50 finalists will receive an all-expenses paid trip to gain guidance from industry experts and pitch th eir idea to a panel of judges, at a central location. The jury will comprise of eminent people connected with the Start Up ecosystem. The jury will select the final 10 winners who will receive INR 10 lakhs to launch their busine s s. T he last day for submissions is 15th January 2019. Full terms and conditions can be found at

Britannia Company Profile

With a 100-year legacy and a turnover of over INR 10000 Cr, Britannia Industries is India’s leading biscuit ma nufacturer, also present in many other food categories and with a growing presence across the globe. Che rished by many generations of Indians, Britannia produces India’s favourite brands like Good Day, Tiger, Nut riChoice, Milk Bikis, Marie Gold, Little Hearts and others and is present in over half of Indian homes. Britannia’s portfolio of products expands beyond biscuits and includes dairy, cakes, rusk and breads. The company is pres ent in more than 60 countries across North America, Europe, Africa, South East Asia and GCC and is growing at the pace of 1 new geography a year, in terms of local manufacturing operations. Britannia and its flagship brands are routinely voted amongst India’s most trusted, valuable and popular brands in various Consumer and Industry surveys con ducted by prestigious organizations like Millward Brown, IMRB and WPP Group, among others. Britannia takes pride in staying true to its vision of ‘Eat Healthy, Think Better’. It is India’s first Zero Transfat food Company and 47% of its product portfolio is fortified with essentials micro-nutrients. Britannia believes that ‘Taste & Trust’ are its sobriquets and