{"id":14955,"date":"2025-08-01T03:33:12","date_gmt":"2025-08-01T02:33:12","guid":{"rendered":"https:\/\/icertpublication.com\/?page_id=14955"},"modified":"2026-03-02T06:22:57","modified_gmt":"2026-03-02T00:52:57","slug":"assessing-digital-awareness-and-investment-behaviour-through-technology-a-comparative-study-on-womens-financial-inclusion-and-entrepreneurship-in-rural-and-urban-areas","status":"publish","type":"page","link":"https:\/\/icert.org.in\/index.php\/edu-mania\/edumania-an-international-multidisciplinary-journal-vol-03-issue-3\/assessing-digital-awareness-and-investment-behaviour-through-technology-a-comparative-study-on-womens-financial-inclusion-and-entrepreneurship-in-rural-and-urban-areas\/","title":{"rendered":"Assessing Digital Awareness and Investment Behaviour through Technology: A Comparative Study on Women\u2019s Financial Inclusion and Entrepreneurship in Rural and Urban Areas."},"content":{"rendered":"\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t\t
\n\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t

Edumania-An International Multidisciplinary Journal<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t

Vol-03, Issue-3 (Jul-Sep 2025)<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t
An International scholarly\/ academic journal, peer-reviewed\/ refereed journal, ISSN : 2960-0006<\/h5>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t\t
\n\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t

Assessing Digital Awareness and Investment Behaviour through Technology: A Comparative Study on Women\u2019s Financial Inclusion and Entrepreneurship in Rural and Urban Areas.\n<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t

Duvvuri, Anuradha<\/span>1<\/span><\/span>, Jameer MD, Roshan<\/span>2<\/span><\/span>, K, Madhuri<\/span>3 <\/span><\/span>and<\/span> G, Jyothi<\/span>4<\/span><\/span><\/p>

1<\/span><\/span> Assistant Professor, St. Mary\u2019s College, Hyderabad<\/span><\/p>

2<\/span><\/span>Asst. Professor, English Dept, Chaitanya Bharathi Institute of Technology (A), Hyderabad, Telangana, India<\/span><\/p>

3<\/span><\/span> Student- Final year Management, St. Mary\u2019s College, Hyderabad<\/span><\/p>

4<\/span><\/span> Student- Final year Management, St. Mary\u2019s College, Hyderabad<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

\n\t\t\t\t\t\t
\n\t\t\t\t\t
\n\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t\t
\n\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t

DOI: <\/span>https:\/\/doi.org\/10.59231\/edumania\/9141<\/span><\/a><\/p>

Page Numbers: 102\u2013115\u00a0<\/span><\/p>

Subject: Finance \/ Digital Literacy \/ Entrepreneurship <\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t

\n\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t

Received: Feb 14, 2025\u00a0<\/span><\/p>

Accepted: April 27, 2025\u00a0<\/span><\/p>

Published: July 01, 2025\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t

Thematic Classification: Digital Financial Inclusion, Women Entrepreneurship, Investment Behaviour, Rural vs. Urban Comparison, Fintech Awareness.<\/span><\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

\n\t\t\t\t\t\t
\n\t\t\t\t\t
\n\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t
Abstract\n<\/h6>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t

Women entrepreneurs are transforming their dreams into reality. They are transforming the landscape of the nation’s business. Despite facing social obstacles, they are standing as role models in fulfilling their aspirations.\u00a0 Advancements in women’s education, changes in societal and cultural norms, and aid given by the government and MSMEs are the main reasons for the growth of entrepreneurship. Women are making a difference in various sectors, including technology, fashion, food, and allied Industries. According to Recent statistics published by MHRD, women entrepreneurs constitute 13.7% of the Indian workforce while 65% are from rural areas. According to Forbes, women own 20.37% of MSMEs, managing 8.05 million businesses. 83% of these women-led enterprises operate independently without hired help, and 87% are from rural regions. Even though the statistics show that there is a predominant growth of women in workforce contribution India struggles to match with international rankings. These women backed by MSMEs are using conventional modes of carrying business, thus losing the markets.\u00a0 Women must be imparted with the technological knowledge to enhance their business, to Digital platforms and improved access to credit, savings, and ways to procure financial aid for short-term and long term needs Thus, this study explores the role of technological interventions through digital platforms and financial interventions to advance financial inclusion for women in entrepreneurship. This study also examines the contrasting dynamics in investment patterns of rural and urban women. This study inspects the role of technological interventions to facilitate the inclusion of women in entrepreneurship through digital platforms and fintech solutions.<\/span><\/p>

Keywords:<\/span> women entrepreneurs, inclusion, digital awareness, technology, MSME<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

\n\t\t\t\t\t\t
\n\t\t\t\t\t
\n\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t
Impact Statement <\/h6>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t

This research paper explores the crucial intersection of digital awareness, investment behaviour, and technology in promoting women’s financial inclusion and entrepreneurship in both rural and urban settings. By comparing the digital competencies and investment patterns of women across geographical divides, the study uncovers significant disparities and potential enablers that influence their economic participation. The findings highlight the transformative role of digital tools and financial literacy in enhancing women\u2019s access to formal financial services, fostering entrepreneurial ventures, and improving overall socio-economic well-being. This comparative analysis provides evidence-based insights for policymakers, financial institutions, and development agencies to design more inclusive digital and financial strategies. The study contributes to the broader discourse on gender equality, digital empowerment, and inclusive economic growth by emphasizing the need for targeted digital literacy programs, infrastructure development, and policy support that address contextual differences. Ultimately, the research underlines technology\u2019s potential to bridge gender and regional gaps in financial empowerment.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

\n\t\t\t\t\t\t
\n\t\t\t\t\t
\n\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t
About Author\n<\/h6>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t

Ms. Anuradha Duvvuri is a dedicated academician with over 21 years of teaching experience in higher education. She has consistently demonstrated a passion for imparting knowledge and nurturing young minds through innovative teaching methods and a student-centric approach. Ms. Duvvuri has a strong academic and research background, having published 8 research papers in reputed national and international journals, along with contributing 2 book chapters in edited volumes. Her research interests span across finance, economics, and interdisciplinary studies, reflecting both depth and diversity. She has actively participated in numerous conferences, seminars, and workshops, enhancing her academic perspective and staying current with emerging trends in education and research. Her commitment to academic excellence and continuous learning has made her a valued member of the teaching community. She continues to inspire students and peers alike with her dedication, scholarly contributions, and unwavering enthusiasm for knowledge dissemination.<\/span><\/p>

\u00a0<\/span><\/p>

Ms. Roshan Zameer is an accomplished Assistant Professor with an impressive 25 years of teaching experience in higher education and 6 years of research experience. She has been a dedicated educator, known for her student-centric teaching methods and commitment to academic excellence. Over the years, she has actively contributed to the field of research by publishing several research papers in reputed national and international journals. Ms. Zameer has also participated in numerous conferences, seminars, and academic forums, enriching her scholarly insight and staying engaged with emerging developments in her field. Her vast experience, both as a teacher and a researcher, has made her a respected figure among peers and students alike. She continues to inspire with her knowledge, experience, and unwavering passion for learning and teaching.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

\n\t\t\t\t\t\t
\n\t\t\t\t\t
\n\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t
Cite this Article\n<\/h6>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t

APA 7th Edition:<\/span> Duvvuri, A., Jameer, M. R., K, M., & G, J. (2025). Assessing digital awareness and investment behaviour through technology: A comparative study on women\u2019s financial inclusion and entrepreneurship in rural and urban areas. <\/span>Edumania-An International Multidisciplinary Journal, 3<\/span>(3), 102\u2013115. <\/span>https:\/\/doi.org\/10.59231\/edumania\/9141<\/span><\/a><\/p>

MLA 9th Edition:<\/span> Duvvuri, Anuradha, et al. “Assessing Digital Awareness and Investment Behaviour through Technology: A Comparative Study on Women\u2019s Financial Inclusion and Entrepreneurship in Rural and Urban Areas.” <\/span>Edumania-An International Multidisciplinary Journal<\/span>, vol. 3, no. 3, 2025, pp. 102-115. doi:10.59231\/edumania\/9141.<\/span><\/p>

Chicago 17th Edition:<\/span> Duvvuri, Anuradha, Roshan Jameer MD, Madhuri K, and Jyothi G. 2025. “Assessing Digital Awareness and Investment Behaviour through Technology: A Comparative Study on Women\u2019s Financial Inclusion and Entrepreneurship in Rural and Urban Areas.” <\/span>Edumania-An International Multidisciplinary Journal<\/span> 3, no. 3: 102\u2013115. <\/span>https:\/\/doi.org\/10.59231\/edumania\/9141<\/span><\/a>.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

\n\t\t\t\t\t\t
\n\t\t\t\t\t
\n\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t
Statements and Declarations\n<\/h6>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t

Peer-Review Method:<\/span> This article underwent a double-blind peer-review process by two independent external reviewers with expertise in Financial Economics and Gender Studies. This process ensures the scholarly quality and statistical accuracy of the comparative analysis between rural and urban sectors.<\/span><\/p>

Competing Interests:<\/span> The authors, Anuradha Duvvuri, Roshan Jameer MD, Madhuri K, and Jyothi G, declare no potential conflicts of interest, financial or otherwise, that could have influenced the research, data collection, or the conclusions regarding financial inclusion presented in this paper.<\/span><\/p>

Funding:<\/span> This research was conducted as a collaborative scholarly project across the St. Mary\u2019s College, Hyderabad, and Dept, Chaitanya Bharathi Institute of Technology (A), Hyderabad, Telangana, India. No specific external grants or financial support were received for this study.<\/span><\/p>

Data Availability:<\/span> The study is based on primary survey data. The statistical datasets and comparative models generated during the study are available from the corresponding author on reasonable request, subject to the privacy agreements maintained with participants.<\/span><\/p>

Licence:<\/span> Assessing Digital Awareness and Investment Behaviour through Technology: A Comparative Study on Women\u2019s Financial Inclusion and Entrepreneurship in Rural and Urban Areas<\/span> \u00a9 2025 by Duvvuri, A. et al. is licensed under <\/span>CC BY 4.0<\/span>. This work is published by the International Council for Education Research and Training (ICERT).<\/span><\/p>

Ethics Approval:<\/span> This research was conducted in accordance with the ethical standards of St. Mary\u2019s College, Hyderabad, and Dept, Chaitanya Bharathi Institute of Technology (A), Hyderabad, Telangana, India. Informed consent was obtained from all participating women entrepreneurs, ensuring academic integrity, participant anonymity, and data protection throughout the survey process.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

\n\t\t\t\t\t\t
\n\t\t\t\t\t
\n\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t
References\n<\/h6>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t

\u00a0<\/p>

  1. https:\/\/www.sdcollegeambala.ac.in\/wp-content\/uploads\/2022\/12\/Gender-Issue-2022-P-43.pdf<\/span><\/p><\/li>

  2. All India report of sixth economic census<\/span>. (n.d.).<\/span><\/p><\/li>

  3. Antony, J. (2023). <\/span>A study on the financial literacy among women entrepreneurs in Ernakulam district<\/span>, <\/span>10<\/span>(3).<\/span><\/p><\/li>

  4. Chapter, V. I. <\/span>Women entrepreneurs 6.1 introduction<\/span>. (n.d.).<\/span><\/p><\/li>

  5. Dsouza, S. (2016). <\/span>A Study on Lack of Financial Literacy Amongst Women Entrepreneurs<\/span>. GEM Publishing. <\/span>http:\/\/www.llim.edu<\/span>_REPORT_2021-22.pdf<\/span>. (n.d.)<\/span><\/p><\/li>

  6. (2024). Impact of digital transformation on women entrepreneurs in Delhi. <\/span>Journal of Informatics Education and Research<\/span>. <\/span>https:\/\/doi.org\/10.52783\/jier.v4i1.659<\/span><\/a><\/p><\/li>

  7. https:\/\/www.ediindia.org\/wp-content\/uploads\/2024\/01\/GEM-India-Report.pdf<\/span><\/p><\/li>

  8. https:\/\/www.niti.gov.in\/sites\/default\/files\/2023-03\/Decoding-Government-Support-to-Women-Entrepreneurs-in-India.pdf<\/span><\/p><\/li>

  9. https:\/\/iwwage.org\/wp-content\/uploads\/2021\/03\/5_Womens-Enterpreneurship-in-India.pdf<\/span><\/p><\/li>

  10. Mishra, D., Agarwal, N., Sharahiley, S., & Kandpal, V. (2024). Digital financial literacy and its impact on financial decision-making of women: Evidence from India. <\/span>Journal of Risk and Financial Management<\/span>, <\/span>17<\/span>(10). <\/span>https:\/\/doi.org\/10.3390\/jrfm17100468<\/span><\/a><\/p><\/li>

  11. Samantroy, E., & Tomar, J. S. (2018). Women entrepreneurship in India: Evidence from economic censuses. <\/span>Social Change<\/span>, <\/span>48<\/span>(2), 188\u2013207. <\/span>https:\/\/doi.org\/10.1177\/0049085718768898<\/span><\/a><\/p><\/li>

  12. Saraswat, R., & Lathabahvan, R. (n.d.). <\/span>A study on Women Entrepreneurship in India<\/span>.<\/span><\/p><\/li>

  13. Singh, A., Professor, P. G., & M. (2024). Impact of digital transformation on women entrepreneurs in Delhi. <\/span>Journal of Informatics Education and Research<\/span>. <\/span>http:\/\/jier.org<\/span>\u00a0(<\/span>4<\/span>, pp. 1526\u20134726).<\/span><\/p><\/li>

  14. Statista<\/span>. <\/span>https:\/\/www.statista.com\/statistics\/1385771\/india-share-of-msmes-ownership-by-gender\/<\/span><\/p><\/li>

  15. Women Entrepreneurship-A Study of Indian Scenario<\/span>. (n.d.). <\/span>http:\/\/www.raijmr.com<\/span><\/p><\/li><\/ol>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

    Edumania-An International Multidisciplinary Journal Vol-03, Issue-3 (Jul-Sep 2025) An International scholarly\/ academic journal, peer-reviewed\/ refereed journal, ISSN : 2960-0006 Assessing Digital Awareness and Investment Behaviour through Technology: A Comparative Study on Women\u2019s Financial Inclusion and Entrepreneurship in Rural and Urban Areas. Duvvuri, Anuradha1, Jameer MD, Roshan2, K, Madhuri3 and G, Jyothi4 1 Assistant Professor, St. […]<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":14833,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_acf_changed":false,"postBodyCss":"","postBodyMargin":[],"postBodyPadding":[],"postBodyBackground":{"backgroundType":"classic","gradient":""},"site-sidebar-layout":"no-sidebar","site-content-layout":"page-builder","ast-site-content-layout":"full-width-container","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"disabled","ast-breadcrumbs-content":"","ast-featured-img":"disabled","footer-sml-layout":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"class_list":["post-14955","page","type-page","status-publish","hentry"],"acf":[],"_links":{"self":[{"href":"https:\/\/icert.org.in\/index.php\/wp-json\/wp\/v2\/pages\/14955","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/icert.org.in\/index.php\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/icert.org.in\/index.php\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/icert.org.in\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/icert.org.in\/index.php\/wp-json\/wp\/v2\/comments?post=14955"}],"version-history":[{"count":3,"href":"https:\/\/icert.org.in\/index.php\/wp-json\/wp\/v2\/pages\/14955\/revisions"}],"predecessor-version":[{"id":28812,"href":"https:\/\/icert.org.in\/index.php\/wp-json\/wp\/v2\/pages\/14955\/revisions\/28812"}],"up":[{"embeddable":true,"href":"https:\/\/icert.org.in\/index.php\/wp-json\/wp\/v2\/pages\/14833"}],"wp:attachment":[{"href":"https:\/\/icert.org.in\/index.php\/wp-json\/wp\/v2\/media?parent=14955"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}