ENTREPRENEURSHIP AFTER RETIREMENT: HOW OLDER WOMEN IN PUNJAB REDEFINE WORK, IDENTITY, AND AUTONOMY

Abstract

This qualitative study explores post‑retirement entrepreneurship among older women in Lahore, Rawalpindi, and Multan, Punjab, Pakistan. Instead of continuing formal jobs, many retired women start small home‑based businesses that better match their financial needs, personal identities, and caregiving responsibilities. Using ideas from Feminist Gerontology and Effectuation Theory, the study explains how lifelong gender inequalities limit women’s choices, and how they use their skills, experience, and social networks to build small ventures despite uncertainty. Through a modified interpretative phenomenological approach (IPA), we interviewed 22 retired women entrepreneurs and conducted two mini‑group discussions, supported by observations of their home‑based work settings. Analysis identified four key themes: (1) many women start small businesses out of financial need, helping them manage pension gaps and unexpected expenses; (2) they build on their past professional experience to offer trusted services in their communities; (3) they design their businesses to fit around caregiving, health needs, and daily routines; and (4) they use simple digital tools such as WhatsApp, voice notes, and help from family members to reach customers and handle payments. However, challenges such as age‑related stereotypes, difficulties accessing credit, and complicated documentation procedures often push them to keep their businesses intentionally small. Overall, the study shows that post‑retirement entrepreneurship is a meaningful and empowering way for older women to maintain income, independence, and dignity. It also highlights the need for supportive systems such as small, easy‑to‑access loans, local mentorship, and simple digital guidance to reduce barriers and strengthen these women‑led micro‑enterprises.