Purpose: An entrepreneur is a development driver. It aids in maintaining the economic growth process going. The economic growth of each country decides the status of its citizens. The development of the economy will remain incomplete without the development of entrepreneurs. Women are also a part of the entrepreneurship movement in the country. There is a shift in the role played by a woman in the economy. In recent decades, the study of women’s entrepreneurship has increased. Women encounter several challenges in engaging in commercial activities or conducting entrepreneurial tasks. As entrepreneurs, women confront various socio-economic and other issues. This article adds a literature review on the problems and challenges of women entrepreneurs. Design/Methodology/Approach: Literature research to examine the notion of entrepreneurship, women entrepreneurs, determinants, concerns, and challenges of women entrepreneurs. The data from textbooks, articles published in Google scholar, Research Gate, and Academia databases, and a thesis from shodhganga. Findings/Result: As per the study, women are playing multi-role and facing different challenges, from setting up the business to its continuation. The government takes various measures to motivate women’s entrepreneurship in the country. The work-life balance of women entrepreneurs is very challenging. Digitalization has brought challenges and opportunities to women in continuing their businesses. Highly educated women must be encouraged to run their businesses instead of working under someone. Originality/Value: Women entrepreneurs, motivators, concerns, and obstacles are assessed and presented. Paper Type: Conceptual Research.

Purpose: The cosmetics industry is one of the major industries that have attracted many players due to its rapid growth. The cosmetics industry plays an important role in developing the country's economy. This study is being taken up to better understand the contribution of the beauty industry to the development of the country and to evaluate the strategies of these companies. Nykaa is one of the leading companies in the cosmetics industry. It offers various products of different brands on one platform. Its setup by Falguni Nayar in 2012. She anticipated the huge opportunity in online trading in the coming years and converted that opportunity into a big vision. Her decision was not wrong it turned into building a large-scale business. By operating multinational, it attracts customers from various regions. Initially, it started the business by offering beauty products later on diversified with fashion, skincare, luxury products. This study is conducted to evaluate the strategies used by NYKAA to be one of the top companies in E-Commerce. Research Methodology: In this paper, an attempt is made to evaluate financial performance, Competitor’s analysis, CSR, Marketing and Inventory strategy, SWOC framework of Nykaa as a research case study. Findings: From the study, it’s clear that Nykaa is doing very well in E-retailing and gives tough competition to rival firms. Giving a platform to small entrepreneurs to grow along with their successful journey. Originality: Various performance analysis techniques are used to appraise the NYKAA accomplishment. Paper type: Research Case study.