Insights from campaigns by Edelweiss Mutual Fund and a survey by ANAROCK Group show women increasingly moving from participants in financial decisions to primary drivers of them.
Women’s financial participation gathers pace
India’s investment landscape has historically seen lower participation from women compared with men. But industry leaders say that gap is beginning to narrow as financial awareness grows and access to investment products expands.
According to Radhika Gupta, managing director and CEO of Edelweiss Mutual Fund, the narrative around women and finance is gradually shifting away from what women lack to what they are increasingly achieving.
“For a long time, conversations around women and finance have focused on participation gaps or confidence barriers. But what we are seeing today is a powerful shift. Women are investing earlier, building disciplined habits and taking charge of their financial future,” Gupta said.
To highlight this trend, Edelweiss Mutual Fund has launched a digital campaign centred on the idea that women themselves are becoming the fastest-growing force in finance. The campaign, rolled out across digital platforms such as YouTube, Instagram and LinkedIn, aims to encourage more women to start investing through systematic investment plans (SIPs) and participate in long-term wealth creation.
Industry observers say such initiatives reflect a larger structural change in India’s financial ecosystem, where increasing financial literacy and digital access are enabling more women to participate in capital markets and savings instruments.
Property emerges as a preferred investment
The growing financial confidence among women is also visible in India’s real estate market.
A recent consumer sentiment survey conducted by ANAROCK Group shows a sharp rise in the number of women willing to invest in higher-value homes.
According to the survey, 61 percent of women respondents are now looking to buy homes priced above ₹90 lakh, a significant jump from 25 percent in 2019. The findings are based on responses from 9,800 participants, of which half were women.
The data suggests women are increasingly comfortable making larger financial commitments.
Among those looking at premium housing:
- 37% prefer homes priced between ₹90 lakh and ₹1.5 crore
- 14% are targeting properties in the ₹1.5 crore–₹2.5 crore range
- 10% are willing to buy homes priced above ₹2.5 crore
Santhosh Kumar, vice chairman of ANAROCK Group, said the shift reflects growing financial independence and a greater focus on wealth creation.
“The modern Indian woman prefers brick-and-mortar assets over traditional options like fixed deposits or gold because of their wealth creation potential. Women are not just saving for the future but actively investing in assets that can generate long-term value,” Kumar said.
Real estate dominates investment choices
The survey indicates that residential real estate remains the most preferred investment asset for women, with over 71 percent of respondents choosing property as their primary investment avenue.
Gold has emerged as the second most popular asset, with 18% of women preferring it, up from 8% in 2019. Fixed deposits account for 13% of preferences.
Interestingly, the survey shows a sharp decline in the appeal of equity markets among women respondents. Only 3% said they prefer the stock market, compared with 20% in 2019.
Experts say this may partly reflect the perceived stability of real estate compared with market-linked investments, particularly among first-time investors.
The data also shows that women homebuyers are increasingly viewing property as both a consumption and investment asset. The ratio of end-use purchases to investment-driven purchases stood at 71:29 in 2025, compared with 77:23 in 2019, indicating a gradual rise in investment-driven buying.
Demand for bigger homes
Another notable trend emerging from the survey is the preference among women buyers for larger homes.
More than 54% of respondents said they prefer 3BHK homes, while 14 percent are looking at 4BHK or larger properties.
Interest in smaller homes continues to decline, with only 4 percent preferring 1BHK units, highlighting evolving lifestyle expectations and rising purchasing power.
Demand for newly launched projects has also increased significantly. Around 20 percent of women respondents said they prefer investing in new launches, up from 9 percent in 2019, while the preference for ready-to-move-in homes remains relatively stable at 32 percent.
Industry experts say this indicates growing confidence in organised developers and the broader real estate market.
Entrepreneurship shaping financial independence
Alongside rising investment activity, more women are also building businesses and contributing to economic growth through entrepreneurship.
Swagatika Das, co-founder and CEO of personal care brand Nat Habit, says the journey of building a business from scratch often comes with significant challenges.
Nat Habit began as a small home-based venture producing fresh hair masks and skincare products, initially sold through door-to-door sampling across Delhi-NCR.
The company faced one of its toughest moments when the COVID-19 pandemic struck just as the business was beginning to gain traction.
“Deliveries came to a halt and sales froze overnight, and the possibility of shutting down felt very real,” Das said, recalling the early days of the pandemic.
Despite the financial uncertainty, the company continued paying its employees and used the pause to strengthen its research and product development capabilities.
The experience, she said, helped build resilience and laid the foundation for the brand’s future growth.
Building workplaces that support women
As more women enter leadership roles and entrepreneurship, experts say workplace policies must evolve to support long-term participation.
Das believes employers need to provide greater flexibility to help women balance professional and personal responsibilities.
Hybrid work models, flexible hours, outcome-based performance evaluations and structured mentorship programmes can help ensure that women remain active in the workforce through different life stages, she said.
Such changes, she added, are essential for building inclusive organisations and sustaining the momentum of women’s participation in the economy.
A broader shift in financial power
Taken together, the trends emerging across investment behaviour, property purchases and entrepreneurship suggest a deeper transformation underway.
Women are no longer just contributing to household financial decisions — they are increasingly shaping them.
From opening investment accounts and starting SIPs to purchasing high-value homes and building companies, women are steadily becoming a central force in India’s evolving financial ecosystem.
For policymakers, financial institutions and businesses alike, the challenge now lies in ensuring that this momentum translates into sustained financial inclusion and long-term wealth creation.