Bridging the digital divide: A thematic analysis of digital technology adoption and sustainable entrepreneurship among women-led MSMEs in North India

Abstract

Digital technologies are widely regarded as enablers of entrepreneurship and business sustainability, yet qualitative evidence on how women entrepreneurs actually experience digital transformation in emerging economies remains limited. This study examines how digital technologies shape the sustainability of women-led micro, small and medium enterprises (MSMEs) in North India, drawing on the Technology Acceptance Model (TAM) extended with a digital inclusion perspective. Using a qualitative design, semi-structured interviews were conducted with 25 women entrepreneurs across Delhi, Uttar Pradesh, Haryana, Punjab, and Rajasthan, and the data were analysed using Braun and Clarke's reflexive thematic analysis. Four interconnected themes emerged: digital empowerment of business operations, market expansion through digital platforms, entrepreneurial autonomy, and persistent barriers to technology adoption. Findings show that digital technologies improve operational efficiency, strengthen customer engagement, expand market access, and enhance entrepreneurial autonomy, while inadequate infrastructure, limited digital capabilities, and socio-cultural constraints continue to restrict their full benefits. The study extends TAM by demonstrating that women entrepreneurs' technology adoption depends not only on perceived usefulness and ease of use but also on digital infrastructure, capabilities, and socio-cultural support. The findings contribute to the literature on digital entrepreneurship, women's entrepreneurship, and technology adoption, and offer practical implications for policymakers and entrepreneurship support organisations seeking to strengthen digital inclusion and promote sustainable, women-led enterprise development.