Motivations Behind Mumpreneurship In Khyber Pakhtunkhwa: A Phenomenological Study Of Women Entrepreneurs Cum Mothers In Peshawar

Abstract

This study looks into what drives Mumprenuers in Peshawar, Khyber Pakhtunkhwa, where women are managing motherhood and running businesses in an appealing traditional setting. By using a phenomenological approach and purposive sampling, this research carried out in-depth interviews with twenty-one target sampling, including Mumprenuers and managers from the Small and Medium Enterprise Development Authority (SMEDA), Women Chamber of Commerce KPK. NGO (Sarhad Rural Support Programme) and Banking Sector. The results show that the main motivators for these women are the need for financial independence, a sense of personal fulfillment, the flexibility to handle family duties, and a wish to give back to their communities. The study found that social support networks, informal connections, and adaptable strategies play a[1] big role in helping them succeed. This study is important because it fills a gap in understanding women-led entrepreneurship in less represented areas and challenges the usual narratives that often come from male-centered business models. It provides useful insights for policymakers and organizations looking to create focused, culturally appropriate support that tackles both personal and structural obstacles. Plus, it suggests that future research should look at women from different socio-economic backgrounds and consider long-term studies to better understand how the journey of Mumprenuers change over time.