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Abstract

The research investigates women's motivation, and challenges in business, focusing on gender equality and social inclusion's impact on female entrepreneurs in the service industry. This is qualitative research. Phenomenology served as the research design. The semi-structured interviews were employed for interviews from eighteen entrepreneurs after acquiring ethical approval. Thematic analysis was employed as a data analysis approach. Multiple methods assured rigor. The study's outcome addressed several themes, suggesting that Women's entrepreneurship may increase social inclusion, and gender equality, and lessen poverty. Nevertheless, Pakistani women entrepreneurs experience hurdles such as social and cultural restraints, discrimination, and gender inequities. Despite these hurdles, several motivations might inspire beginning their firms. After adopting the results of the research sustainability, women empowerment, and per-capital income may be realized. Liberal feminist thought advocates equal liberty for women. This research supports Carol Gilligan's work connected to liberal feminism that women have equal liberty to conduct work like a man. The study's results highlight the need to enact gender-inclusive policies in Pakistan to alleviate gender inequities and provide an environment conducive to women's entrepreneurship to achieve Sustainable Development Goals. This research is advantageous for female entrepreneurs, policymakers, academics, and international entities involved in promoting women's entrepreneurship.

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