Decoraa: Challenging Gender Stereotypes in the Home Services Industry

Abstract

A woman with no business background but with design talent and training launches a wall painting business in New Delhi, India in September 2017. She believes there is opportunity given the current strong housing and real estate market and changing design trends. However, there are many established competitors in the home services industry in India, which is traditionally a male dominated business. The female entrepreneur wonders how she can differentiate her business, establish credibility, and attract enough clients to create a profitable enterprise.

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