Early mornings in Indian homes often look the same: tea brewing, pressure cookers hissing, and children rushing out. But inside one home in Surat, something quietly shifted.
At 47, Rajeshvari looked at the life she had built around everyone else and whispered a line many women arrive at in their late thirties and forties:
“Today, I will start building my future.”
Across India, more women are choosing to begin again at 35, 40, even 50. Not because life was easy, but because they finally felt ready.
If you’ve ever wondered whether starting a business at 40 is too late, these five women from the Mahila Money Hub offer a different answer.
Women Starting A Business At 40, And Succeeding
1. Rajeshvari, 47: From Home-Based Makeup Services to a Full Studio
A dream that had waited for years finally found a doorway when her 21-year-old son encouraged her to pursue beauty and makeup professionally. Rajeshvari started small, setting up a studio corner inside her living room in Surat. With a Mahila Money loan, she upgraded her equipment and rented a space.
Her monthly profits climbed from ₹20,000 to ₹45,000, and within a year and a half, her income rose by nearly 125%.
“People say we should rest after a certain age, but look at me, I have just started.”
2. Manasi Apte, 53: A Diet-Food Business That Grew to 500+ Customers
A family health crisis led Manasi to experiment with healthy, flavourful food in her Nashik kitchen. What began as a personal necessity soon became Sreedutta Foods, her home-grown diet meal venture. When demand increased, capital fell short. A ₹1.5 lakh Mahila Money loan helped her scale: buying appliances, raw materials, and hiring help.
Her customer base expanded from 300 to 500+, and her monthly income increased by ₹15,000 within months.
“I never thought I’d be making a difference in people’s lives, one delicious bite at a time.”
3. Swati Shrivastava, 44: Boutique Owner Who Learnt Makeup
Swati had been running a boutique in a remote area in Madhya Pradesh for years, but customers began asking for makeup services along with stitching. One bride’s remark stayed with her:
“Didi, agar aap makeup bhi karti, toh sab kaam ek hi jagah ho jata.”
Instead of resisting change, Swati learnt makeup at 40+. A ₹50,000 loan helped her purchase kits and tools. Bridal makeup soon became a second income stream, adding ₹10,000 a month.
“I didn’t let my business stop, and I don’t want to stop now”
4. Vasa Lalitha, 46: From Saree Draping Artist to Professional Makeup Artist
In Eluru, Andhra Pradesh, Vasa had mastered saree draping for years. But evolving wedding trends pushed her to expand. Brides wanted draping and makeup together. She enrolled in a makeup course in her mid-forties and upgraded her kit through a small loan.
Her work shifted from single-service draping to full bridal styling, expanding her client base and income.
“I didn’t change my skill, I enlarged it.”
5. Prema, 48: The Homemaker Who Now Runs a Profitable Provision Store
In Bengaluru’s Chamrajpet, Prema’s turning point came when her daughter said:
“Amma, you already run the house like a business.”
With her family’s support, she opened Ganesh Provision Stores. A Mahila Money loan helped her add stock, introduce digital payments, and expand product variety. Her monthly profits rose from ₹40,000 to ₹70,000. More than half her customers now pay digitally, something she once found intimidating.
“Earlier, I was just someone’s wife and mother. Now I’m a business owner.”
Starting a Business at 40 in India: What These Stories Tell
Across these five journeys, one theme is unmistakable:
Age wasn’t a limitation. Age brought clarity.
Women starting a business at 40 often bring with them:
- Life experience
- Financial discipline
- Strong networks
- Deep understanding of household and local needs
- A desire for a second identity
- A practical, steady approach to risk
They’re not “late entrepreneurs.”
They’re second-act entrepreneurs, beginning with purpose.
Thinking of Starting a Business at 40? Here’s What Women in the MM Hub Have Learned Along the Way
These are not rules, just patterns we see repeatedly within the Mahila Money Hub:
1. “Use what you already know.” – a reminder we heard from Manasi
When Manasi began Sreedutta Foods, she didn’t chase a trend. She simply leaned into the one thing her family said she was brilliant at: flavour.
2. “Start small. Start with what fits into your life.” – something Rajeshvari often says
She didn’t open a full salon on day one. She started in a corner of her home, between daily chores, with one ring light and a handful of clients. The small beginning didn’t hold her back; it held her steady.
3. “Money clarity matters.” – a learning that shaped Prema’s journey
Before expanding her provision store, Prema sat down with her daughter to understand costs, margins, and what a ₹50,000 loan could actually unlock. That clarity helped her scale without chaos.
4. “Find women who get your stage of life.” – something Swati repeats often
When she learnt makeup at 40+, she found comfort in the MM Hub conversations, especially among women who were also restarting after kids, marriage, or long breaks. Hearing “I’m trying too” made everything lighter.
5. “Ask early. Ask often.” – Vasa’s biggest shift
She says her transition from saree draping to makeup would’ve taken years if she hadn’t asked for training help, loan guidance, and peer feedback. Opening that one door led to many.
Grow Inside a Community Built for Women, The Mahila Money Growth Hub
The MM Growth Hub brings together women across India who are:
Starting a business at 40, scaling home-based businesses, learning new skills or seeking clarity.
Inside the hub, women share ideas, discuss challenges, learn together, and access resources every day.
Talk to Us 1-on-1: Join the Mahila Money Open House
Every weekday, women join our Open House sessions with questions like:
- “Is this the right time for me to start a business?”
- “How do I start with low capital?”
- “What business can I begin at 40?”
- “What are the documents required to apply for a business loan?”
You’re welcome to come with questions or listen, no judgement, just clarity.
Join Mahila Money Open House, Mon-Fri, 12:00-12:45 PM
You’re Not Late, You’re Right on Time
If these five women have shown anything, it’s this:
Starting a business at 40 is not a detour. It’s a beginning, built with everything life has taught you so far.
Their stories weren’t about starting early. They were about starting anyway.
It’s about Courage.Capital.Confidence
If you are a woman entrepreneur who wants to take your business to new heights and is in need of working capital and entrepreneurship resources, come speak to us on Mahila Money. For more such #JiyoApneDumPe live conversations, download the Mahila Money App on Play Store or visit us on www.mahila.money.
