Divy Drishti Khajuria
divydk27@gmail.com
In recent years, Generation Z has emerged as a dynamic force in the country’s entrepreneurial landscape. Motivated and equipped with digital skills, global exposure and a strong sense of financial independence, young women are increasingly stepping beyond the traditional career paths. In Jammu too, a major transformation is underway as many Gen Z women desire to launch startups, freelance ventures and online businesses. Not long ago, entrepreneurship was seen as a male-dominated domain, but the perception is slowly changing. Gen Z women are confident, ambitious and digitally empowered and are ready to challenge the traditional perception and carve their own path. However, an important question remains – Is Jammu truly ready to support and withstand this new wave of women entrepreneurs?
Educational institutions in Jammu are gradually introducing entrepreneurship awareness among students but the gap lies in the practical exposure which is still limited. Skill development programs and government policies exist, but awareness and accessibility are still lacking. Gen Z women have grown up in a digital environment that offers easy access to information, e- learning platforms and social media exposure. This generation is more aware of global opportunities and is not willing to confine itself to traditional career roles. In Jammu, many Gen Z women are exploring small-scale startups, online businesses, content creation and skill-based ventures. Entrepreneurship for them is not merely a source of income but a means of independence, creativity, self-expression and opportunity for global recognition. However, the journey is not without obstacles. Social norms and traditional mindsets still influence career decisions for many young women in Jammu. While aspirations are rising, the ground reality of Jammu presents many challenges. Many families still prefer secure government and private jobs over start-ups. Additionally, access to funding and investor networks remains limited in the region, making it difficult for young female entrepreneurs to scale their ideas. Unlike Tier-1 cities with established startup ecosystems, Jammu is still developing mentorship platforms and incubation centers. As a result, many capable young women hesitate to convert their innovative ideas into enterprises. If supported effectively, Gen Z women entrepreneurs can significantly contribute to Jammu’s economic development. Enterprises led by women can generate employment and safe work environment, promoting innovation and reducing dependency on limited traditional job sectors. In a region where government employment is highly demanded, encouraging entrepreneurship can create alternative pathways for economic growth and development. Supporting women led ventures is not merely a matter of gender empowerment, but a step toward regional development.
VOICES OF GEN Z WOMEN ENTREPRENEURS OF JAMMU
Ribblossom by Divy
Divy Khajuria is the founder of Ribblossom, a handmade venture specializing in forever ribbon flowers, a startup she began in September 2025 after gifting a bouquet to a friend and receiving overwhelming encouragement from her family and close friends to turn her creativity into an Instagram-based business. Entirely self-taught through online platforms, she learned the art of crafting ribbon flowers digitally. Strongly believing that in today’s world, women can acquire skills and build opportunities through internet. Her work operates completely online, which she feels has helped her avoid gender-based hurdles, and she began the venture using only her personal savings, choosing to gradually grow and invest only when she can independently afford. She proves that a startup does not only have to begin as a large-scale establishment but can simply be a step towards financial independence. While she acknowledges that Jammu still has limited exposure when it comes to appreciating handmade products, where many still perceive them as expensive without understanding the craftsmanship and effort behind them. She also recognizes that societal expectations can subtly influence young entrepreneurs, as many people still believe that pursuing startups is a distraction from academics, but she firmly disagrees, asserting that education and entrepreneurship can be managed side by side and that self growth and independence often begin with small initiatives based on one’s skills. On this Women’s Day her message to young girls is : strive to become self-independent in any way possible, leverage digital platforms to learn and grow, step out of your comfort zone to face challenges, and explore the numerous government schemes and easy loans now available for women entrepreneurs, because ultimately, growth begins with the mindset and the willingness to take the first step.
Mehndi Strokes by Rizwana Bhat
The transition from a Master’s degree holder to an entrepreneur was not a “reputable” path society expected of her, but it was the one that led to her independence. Sparked by a financial crunch during the July 2021 lockdowns, she turned her talent for Mehndi into a thriving venture. At that time, female Mehndi artists were a rarity in Jammu, and she saw a vacuum waiting to be filled. Despite skepticism from society and her parents who feared for her safety and social standing, she persisted. She leveraged Instagram to showcase her work, and within a year, the “small” business she started with a few cones of Mehndi began to transform into a respected brand. Her journey has been a masterclass in resilience . While society safety concerns often concerned her to turn down late-night opportunities, but being a woman also become her greatest asset, as female clients felt a unique comfort and trust in her presence. Her success is a proof to the changing tide in Jammu, where women from students to PHD holders are increasingly rejecting the wait for limited government jobs to create their own opportunities. Her message to aspiring entrepreneurs is in the power of financial freedom, “Money gives women the freedom to walk away from situations where they don’t feel respected.”
Box of Bliss by Sanna
Two years ago, Sanna launched Box of Bliss with a simple, powerful motive: she wanted to create something she truly enjoyed. Operating in Jammu she has seen market shift from being unaware of customized products to actively seeking them out. Her business model is a lesson of patience. Her journey has been a test of mental fortitude. She recalls a time when no orders were coming in and she began to lose hope, doubting if the venture would ever work. However, that first order eventually arrived, rebuilding her confidence and proving that “patience and consistency really matter”. To young women in Jammu who are hesitating to start, Sanna’s advice is clear: do not wait for the perfect time. By ignoring the pressure of what will people say, she has proven that passion can indeed become a sustainable profession.
The Nail Box by Mansi Luthra
Driven by a desire of self-independence, Mansi launched her venture, The Nail Box, just a few months ago. Operating a specialized nail art studio out of her home, she initially faced the challenge of visibility, as many in the local community were unaware of her professional services. She started with basic vanity and gradually reinvesting her earnings into products as her clientele grew. While she acknowledges that Jammu’s traditional mindset can lead to both “downfalls and rises”, she believed that having supportive parents provide the necessary wings to chase one’s dreams. Her message to young girls is simple: Go ahead and do what makes you feel happy, without being held back by the opinions of others.
The question is no longer whether Gen Z women in Jammu are ready, they already are. They are skilled, ambitious, digitally aware, and determined to carve their own space. The real question is whether families, institutions, investors, and society are ready to trust them, fund them and stand beside them. If Jammu chooses to nurture this rising force instead of restraining it, the region will not just witness women-led enterprises. It will witness a transformation Jammu’s economic and social landscape. If Jammu chooses to evolve with this generation rather than to hold it back, the future of entrepreneurship of the region will not be limited, it will be led by its daughters.
Follow our WhatsApp channel
