Follow Every Rainbow

1. Women Need Supportive Circumstances to Flourish

For a woman is like a delicate flower and needs just the right weather, to bloom and come into her own.

Circumstances matter. While women possess equal capability, their ability to "make it" often depends on the environment around them. Disapproval or resentment can cause a woman to sacrifice her ambition, as traditional beliefs often prioritize her place "at his side."

Creating the right climate. The stories show that supportive family, mentors, or even just a receptive market can provide the necessary "weather" for a woman's ambition to bloom. Without this, the "cost" of pursuing dreams can become too high, leading to self-sacrifice.

Revolution without bloodshed. The book suggests that women will bring about change through their unique strengths – passion, faith, and new ways of thinking – creating a stronger yet gentler world, even as traditional structures resist.

2. Family Collaboration Makes Success Sweeter

Because success is not something you seek for the self, it is sweeter when shared with all.

Co-opting family members. Many successful women entrepreneurs featured in the book built their businesses by involving their families, turning individual ventures into shared endeavors. This not only brought wealth but also strengthened familial bonds.

Shared vision, shared effort. Examples include:

• Meena Bindra (Biba) built a national brand with her sons handling commercials and retail expansion.
• Rajni Bector (Cremica) saw her home kitchen business grow into an empire managed by her three sons.
• Nirmala Kandalgaonkar (Vivam Agrotech) involved her husband and children, turning her passion into a family enterprise.
• Han Qui Hua (Guangzhou Guanyi) relied on her extended family to scale her label-making business.

Trust and mutual support. Working with family, while sometimes requiring adjustment, provides a bedrock of trust and ensures that the effort is ultimately for the collective good, making the journey and the rewards more meaningful.

3. Adversity Ignites the Spirit of Survival

Circumstances forced these women to be enterprising, to fight for survival.

Rising to the challenge. Many women entrepreneurs in the book were pushed into business not by choice, but by difficult life events that necessitated self-reliance and a fight for survival. These challenges unlocked dormant strength and determination.

Catalysts for change. Examples of adversity leading to entrepreneurship include:

• Patricia Narayan started catering after an alcoholic husband left her to support her children.
• Sudeshna Banerjee left a low-paying job to become a businesswoman after her marriage broke down.
• Dipali Sikand bounced back from personal tragedy and financial loss to build a successful concierge business.
• Shona McDonald created Shonaquip to improve the life of her severely disabled daughter after doctors advised institutionalization.

Slaying demons within and without. These women tapped into an inner "Shakti," fighting not only external obstacles but also internal fears and doubts, proving that immense power lies within when survival is at stake.

4. Passion and Love Drive True Enterprise

If you love what you do then regardless of all the initial hassles, you will be able to perform.

Beyond the bottom line. For many featured women, the primary motivation was not just profit, but a deep love for their craft, product, or the process of creation. This passion fueled their perseverance through tough times.

Work as worship. Examples demonstrating the power of passion:

• Rajni Bector's love for baking led to Cremica.
• Leela Bordia's fascination with blue pottery revived a dying art.
• Nina Lekhi started Baggit "just for fun" and maintained that spirit.
• Shona McDonald's obsession with improving her daughter's life led to innovative equipment design.

Intrinsic motivation. When work is driven by intrinsic joy and purpose, it transcends being a mere job and becomes a fulfilling part of life, making the long hours and challenges feel less like a burden.

5. Continuous Innovation is Key to Growth

Working with limitations and yet going beyond limits is the true test of any entrepreneur.

Adapting and evolving. Successful entrepreneurs constantly look for ways to improve their products, processes, and business models, often turning limitations into opportunities for innovation. This adaptability is crucial for long-term survival and growth.

Examples of innovation:

• Meena Bindra adapted the salwar kameez into a readymade, affordable brand.
• Nirmala Kandalgaonkar devised a scientific, portable vermicomposting system and pioneered biogas from kitchen waste.
• Leela Bordia introduced new colors and utility items to traditional blue pottery.
• Nina Lekhi experimented with synthetic leather and added user-friendly features to bags.
• Satya Vadlamani developed solvent-free pellet manufacturing through extensive R&D.

Staying ahead. In dynamic markets, resting on past successes is not an option. A willingness to experiment, learn, and pivot based on market needs and personal insights keeps the business relevant and competitive.

6. Integrity and Trust Build Lasting Business

If you speak truth, you have no issues, no problem. You can just go forward.

Honesty as a principle. Several entrepreneurs highlighted the importance of honesty and integrity in building strong relationships with customers, suppliers, and partners, even when it meant short-term financial sacrifice.

Building loyalty. Examples include:

• Paru Jaykrishna (Asahi Songwon) honored contracts even when prices soared, earning lifelong customer loyalty.
• Satya Vadlamani (Murli Krishna Pharma) refused to compromise quality or pay bribes, building a world-class, FDA-compliant plant.
• Deepa Soman (Lumière) built her business on trust and over-delivering for clients like Hindustan Lever.
• Bina Talukdar (Pansy Exports) maintained her dignity and principles despite facing harassment.

Long-term gain. While cutting corners might offer quick profits, a foundation of trust built on consistent quality and ethical dealings leads to sustained business and a strong reputation.

7. Age, Background, or Training Are Not Barriers

Age is no bar," replied Bachendri. "Agar kuch karna hai to koi bhi age mein aa sakte hai."

Potential is universal. The stories demonstrate that entrepreneurial success is not limited by age, educational background, or prior experience in a specific industry. Determination and a willingness to learn are often more important than formal qualifications.

Diverse paths to success. Examples include:

• Meena Bindra started Biba at 39 with no formal design or business training.
• Manju Bhatia became Joint MD of a loan recovery company at 26, starting work at 16.
• Rajni Bector turned a home hobby into an empire without formal business education.
• Premlata Agarwal became the oldest Indian woman to scale Everest at 48, starting mountaineering at 36 as a housewife.
• Jasu Shilpi became a renowned sculptor despite being told it wasn't 'woman's work' and learning techniques on the job.

Learning by doing. These women often learned the necessary skills through practical experience, mentorship, and sheer persistence, proving that a strong will can overcome perceived limitations.

8. Balancing Work and Family is a Constant Effort

Divide your time between children, family and work.

The juggling act. For women entrepreneurs, managing the demands of business alongside family responsibilities is a continuous challenge that requires careful planning, prioritization, and often, significant personal sacrifice.

Strategies for balance. Women employed various methods:

• Working flexible hours or from home (Deepa Soman, Nina Lekhi).
• Relying heavily on supportive family members (mothers, mothers-in-law, siblings) and reliable household help (Patricia Narayan, Sangeeta Patni, Deepa Soman, Otara Gunewardene).
• Involving children in the work environment or timing work around their schedules (Nirmala Kandalgaonkar, Nina Lekhi, Otara Gunewardene).
• Accepting that perfection in all roles is unattainable (Ranjana Naik, Deepa Soman).

Support system is key. While personal discipline is essential, the presence of a strong support system, whether family or hired help, is repeatedly shown to be crucial for women to sustain their entrepreneurial journey.

9. Inner Strength Transforms Challenges into Triumphs

We all have tremendous power within… such a power that we can achieve anything we desire.

Tapping into potential. Beyond external support or favorable circumstances, the ability to persevere through setbacks, overcome fear, and maintain belief in oneself is a powerful internal driver for these women.

Resilience in action. Examples of inner strength:

• Premlata Agarwal's determination to reach the Everest summit despite physical pain, a malfunctioning oxygen mask, and a lost glove.
• Patricia Narayan's refusal to give up after her first day's single sale on Marina Beach.
• Sudeshna Banerjee's decision to walk out of a difficult marriage and build a new life from scratch.
• Jasu Shilpi continuing her sculpture work just three days after her husband's death.

Mindset matters. Cultivating a positive attitude, faith, and resilience allows these women to view obstacles not as insurmountable barriers but as challenges to be overcome, revealing hidden reserves of strength.

10. Impacting Lives Beyond Profit Motivates Deeply

The driver is the difference I make to what these women do, what they fulfil, who they become.

Social mission. For some entrepreneurs, the business served a purpose beyond personal wealth creation, aiming to improve the lives of others, revive traditional crafts, or address societal needs.

Creating positive change. Examples include:

• Nirmala Kandalgaonkar's vermicomposting and biogas ventures aimed at benefiting rural India and waste management.
• Leela Bordia's work revived blue pottery and improved the lives of artisans in Jaipur slums and villages.
• Manju Bhatia's loan recovery company provided dignified employment opportunities for women agents.
• Ela Bhatt's SEWA organized and empowered self-employed women, fighting for their rights and providing social security.
• Shona McDonald's Shonaquip created equipment and advocated for the rights of disabled individuals.
• Deepa Soman's Lumière was founded with a mission to provide flexible work opportunities for women professionals.

Meaningful work. This focus on social impact added a layer of meaning and fulfillment to their entrepreneurial journey, driving them even when faced with financial difficulties or personal challenges.

11. Defying Societal Expectations is Part of the Journey

I am a lady and I am from Assam so it’s not easy for me. But I still work hard and fight to get ahead.

Challenging norms. Many women had to push back against traditional expectations, biases, and even outright discrimination to pursue their entrepreneurial dreams, especially in male-dominated fields or when their choices deviated from societal norms.

Pushing boundaries. Examples include:

• Jasu Shilpi entering sculpture, a field deemed unsuitable for women.
• Premlata Agarwal pursuing mountaineering at an age and background considered unconventional.
• Manju Bhatia leading a loan recovery business, a field dominated by men.
• Bina Talukdar traveling internationally alone for her export business despite safety concerns and family opposition.
• Satya Vadlamani entering the pharma manufacturing industry against her father-in-law's wishes.
• Shikha Sharma choosing an unconventional path in preventive healthcare instead of traditional medicine or moving abroad.

Asserting identity. These women often had to assert their right to work, travel, and make independent decisions, proving their capability and seriousness through their actions and achievements.

Last updated: May 21, 2025