Empowering Women Entrepreneurs: The Gig Economy and Cloud Kitchens in Odisha

Abstract

This study explores evolution of the cloud kitchens and its impact on the development of women entrepreneurs in Odisha, with a specific emphasis on the role of the gig economy. The research examines the influence of cloud kitchen operations on entrepreneurial growth, mediated by factors such as technology adoption, market reach, and socioeconomic conditions. Utilizing a quantitative approach, data were collected from 365 women entrepreneurs in Cuttack and Khordha districts through structured questionnaires. Descriptive statistics, reliability test, correlation & multiple regression analysis were used to evaluate the relationships amongst variables. The findings point to a robust general model that may account for 73.5% of the variations in entrepreneurial growth. Although there was no apparent direct correlation between the use of cloud kitchens and entrepreneurial success, socioeconomic factors were revealed to be an important mediating element. Market reach and technology adoption did not considerably moderate the link. The research highlights the need of augmenting the socioeconomic backing for female entrepreneurs and proposes more investigation into technology and marketing strategies for the development of cloud kitchen business.