PurposeThe purpose of the study is to determine the factors influencing the job choices of Indian women working in the informal manufacturing sector. The informal sector has always played a significant role in emerging and developing countries. This study investigates the effect of social cultural norms influencing women informal workers in the manufacturing sector to participate in home-based work (HBW) or non-home-based work (non-HBW) .Design/methodology/approachBoth Quantitative and Qualitative methodology have been used. In accordance with descriptive statistics, a multinomial logistic regression model was employed to assess women's likelihood of participation in home-based activities. To gain a more in-depth insight, semi-structured interviews were used to collect the perspectives of both men and women workers. The data were analysed using narrative analysis.FindingsThe findings reveal that a high fixed cost is a key driver of HBW. Workers prefer to work from home when the loss of joint household production due to working outside is substantial. Social and cultural standards play a significant effect in job selection for women. These conventions limit women's employment options, and the current study demonstrates that strong social and cultural standards limit women to home-based jobs only.Social implicationsEnhancing women's involvement in the public realm is critical and may be accomplished by affirmative action; but, for women to be treated equally in their homes and in society, an attitude shift is necessary. Despite the government's initiatives and regulations aimed at protecting informal women workers, many of the programmes and legislation fall short. The position of women in this environment cannot be improved until and unless the norms of society are flexible and liberal for Indian women. The first step would be to educate people and make them aware of the need to abandon outdated practices and embrace new progressive ideals. It will not be achievable just via government efforts; rather, both the government and society must work together to achieve the same goal.Originality/valueThe author hereby declares that this submission is their own work and to the best of their knowledge it contains no materials previously published or written by another person, except where due acknowledgement is made in the thesis. The author would like to undertake the above-mentioned manuscript has not been published elsewhere or under editorial review for publication elsewhere; and that all co-authors have agreed to have seen and approved the manuscript for submission.