Resilience of an Older Indian Woman Entrepreneur in Malaysia

Author

Ms. Krishnan N, a Zen entrepreneur in her 60s, founded Nava's Zen at 58. With 22 years as a lecturer, including 13 years in the Curtin University of Technology Perth, Australia Degree Twinning Program, she is now a certified yoga instructor, coach, and counselor. Her expertise enriches her current work.

Abstract 
This article explores the resilience of an older Indian woman entrepreneur in Malaysia, detailing her journey through various challenges and learning experiences. The discussion encompasses digital marketing difficulties, harassment, and the nuances of networking, revealing how these factors shape the entrepreneurial path. Additionally, it examines the impact of outsourcing, the authenticity of awards and recognitions, and the complex dynamics of social media presence.

The narrative highlights the loneliness of entrepreneurship and the lack of support from family and friends, emphasizing the importance of personal strength and wisdom. Through these experiences, the article illustrates how resilience is cultivated, ultimately leading to personal and professional growth. This reflection provides insights into the unique challenges faced by older Indian women entrepreneur in Malaysia, offering valuable lessons on navigating and thriving in the entrepreneurial landscape.

Introduction
In the 21st century, the challenges for an older Indian woman entrepreneur like me remain largely conventional, although not all are applicable. Some of these challenges need consideration even at the pre-setting stage of a business. However, new types of challenges have emerged in the 21st century, some of which were unexpected and shocking to me. These challenges served as eye-openers, illustrating that the nature of challenges can evolve as the business world progresses. Whether discovered at the pre-setting level or becoming more evident as my business continued, these challenges have provided a crucial learning curve over the past 2 ½ years. This period has offered guidelines and deep, unspoken insights necessary for advancing my business.

These 21st-century challenges likely affect younger women entrepreneurs as well, but I cannot fully ascertain their impact. Most Indian women entrepreneurs I have encountered do not openly discuss these challenges, often portraying an image of having it all together, being knowledgeable, strong, and unaffected. This reluctance may stem from a desire to save face for themselves and their loved ones, fearing that sharing these challenges could diminish how others perceive them (Teoh & Chong, 2014; Elam et al., 2019). As this article focuses on older Indian women entrepreneurs, I will not comment on the experiences of women from other racial backgrounds.

The conventional challenges posed unique difficulties for an older Indian woman entrepreneur like me, especially at the pre-setting stage of my fitness zen, Nava’s Zen. My background as a lecturer in small business and entrepreneurship did not necessarily trigger my path to becoming an entrepreneur. Instead, discovering this path was more about finding an avenue to make something meaningful of my life in my later years. However, being well-versed in small business and entrepreneurship did give me a small percentage of confidence, as I knew what it takes to be an entrepreneur (Hughes et al., 2012).

Methodology
Applying a single case study, I will be using my personal experiences of my journey as an older Indian woman entrepreneur. This qualitative research approach aims to provide unbiased and uncensored data on my entrepreneurial journey. The information presented in this article is raw and uncensored, reflecting the genuine challenges encountered. While this might come off as bland, there is no hidden agenda other than candidly unveiling what other Indian women should be aware of, whether in Malaysia or potentially applicable to Indian women in other parts of the world. 

Included is information obtained through communications with other Indian women entrepreneurs, though they are not in the same age group as me, late fifties and above, as I have yet to encounter an Indian woman who started her business in her late fifties (Ettl & Welter, 2012; Manolova et al., 2020).

Pre-Business Learning Curve
Access to Funding
Access to funding has evolved significantly, and gender is no longer a predominant factor in securing financial support. Instead, eligibility is based on meeting specific criteria, which I was already aware of. I utilized my savings for the renovation and setup costs of my business, as it requires a physical presence. Without these funds, I would not have considered establishing my business. I chose not to seek a bank loan due to the interest and potential implications of not servicing the loan. 

Although funding access was complex and required thorough analysis to justify the investment, biases in securing bank loans have lessened compared to the past (Klapper, 2022). Considering my age, I preferred not to be burdened with loan repayments or venture capitalist funding, which might compromise my control over the business. Partnership was also not considered due to previous experiences with shared costs in setting up business, which did not materialize and was halted at the discussion stage. 

Societal Perceptions and Comments
When I embarked on obtaining my yoga credentials, I received mixed reactions. The older generation suggested that I should be relaxing and not pursuing new ventures at my age, implying that age hinders the pursuit of new passions (Cuddy, Wolf, Glick, & Crotty, 2020). Some younger individuals also questioned the necessity of my endeavor, believing that I should continue with familiar roles like cooking and housework rather than venturing into uncertain territories. Regardless of age, others doubted my ability to cope with learning new skills at an older age. 

Some even feared I would be indoctrinated into becoming an Indian yogi, believing I could change the world based on stereotypes they had encountered (Snyder & Lopez, 2021). Additionally, some acquaintances tried to direct me to specific yoga instructors, promoting their preferred instructors rather than supporting my independent pursuit.

Spousal Support
My husband remained neutral about my new venture, neither objecting nor encouraging. He was content as long as my pursuits did not interfere with him. During the renovation and planning phases of Nava’s Zen, involving him was challenging, as he helped only when he felt like it, often disregarding my requests. This inconsistent involvement put me in difficult situations. Eventually, I decided to handle everything independently, which he accepted. My husband was also dealing with his business loss, leading him to expect my constant support while adding to my responsibilities (Greenhaus & Powell, 2021).

Family Responsibilities
Household chores, though unspoken, were still expected to be handled by me, reflecting the societal expectations of a married Indian woman. Balancing these responsibilities with my new business was challenging. There was no way to delegate housework, as no one else would take over. Cooking and providing meals were also expected to continue.

The setup and running of the business for the past 2½ years have brought various challenges, revealing aspects of business management I was previously unaware of (OECD, 2023).

Navigating the Business Landscape: Challenges and Adaptations
Early Business Challenges
Setting up and managing a business, especially in the fitness and wellness sector, has posed numerous unforeseen challenges over the past 2½ years. The journey has been a learning experience, revealing complexities I had not anticipated initially.

Hiring Difficulties
In the beginning, I believed that hiring yoga instructors would allow me to focus on marketing and overall business strategy. I also considered expanding offerings to include Pilates and belly dancing. Many candidates responded to these positions, showcasing impressive credentials and experience. However, the process of vetting these applicants taught me valuable lessons about hiring. The instructors I selected were from the older age group and initially met my expectations. However, after the first three months, issues began to surface.

Clients started to leave gradually, with only a few remaining. One instructor, unbeknownst to me, was contacting clients behind my back and offering them advice on personal matters, diet, and prolonging sessions. Other instructors became complacent, repeating the same routines weekly. Despite their high fees and reputed backgrounds, their sessions lacked innovation, leading to client dissatisfaction and boredom (Smith, 2023). Their part-time commitment meant they didn't prioritize marketing or the implications of declining client numbers.

Competitors in the Market
Nava’s Zen faces competition not just from large fitness studios with extensive offerings but also from those who have been in the market longer, offering diverse yoga styles and packages. Our unique selling proposition includes smaller group sessions and a nature-centric approach, growing organic herbs, fruits, and vegetables. This distinctiveness sets us apart within Kota Kemuning, our target market area.

However, a significant challenge has arisen from competitors who have mimicked our business model. These competitors include acquaintances who initially praised our efforts but later established their own centers, copying our concepts and methods. This imitation is prevalent, with competitors rebranding stolen ideas and marketing them under different terms to avoid obvious copying (Gómez-Mejía, Balkin, & Cardy, 2023). The competitive landscape has intensified as more individuals enter the market, leveraging our ideas to attract clients.

Family Members Intruding
For an Indian woman, in-laws are considered part of the family by virtue of marriage, and they often feel entitled to intrude into her life. Despite maintaining a semblance of family bonding, my in-laws shocked me by backbiting when they found out about Nava’s Zen. Previously, there was a furor when I started conducting yoga sessions at a temple where another family member also taught yoga. This created tension and led to them criticizing me behind my back and even to my husband, which took a toll on my mental well-being (Krishnan, 2024). Their jealousy and envy became evident as they openly condemned me at family functions, aiming to support the family member who conducted yoga at the temple (Patel, 2023).

So-Called Friends
Many so-called friends began to distance themselves as I moved forward with my business. Those who were part-time yoga instructors started fishing for information behind my back. Some friends forwarded yoga videos to me, suggesting how I should conduct sessions. Others made empty promises to attend our free yoga sessions but never showed up. Instead, they remained available for socializing, expecting me to foot the bill. This behavior revealed their lack of genuine support and underlying envy (Brown & Jones, 2023).

Sexual Harassment from Men
The shift from conventional to digital marketing introduced new challenges (Krishnan, 2024). One significant issue was sexual harassment. Men obtained my phone number from social media platforms and sent inappropriate WhatsApp messages under the pretext of enquiring about yoga. These messages included personal problems, unnecessary questions, and even half-nude pictures. Some men faked interest in yoga to start sleazy conversations, while others boldly offered sex, assuming I was single due to my lack of personal sharing on social media. Shockingly, such harassment also occurred on LinkedIn, a professional platform (Anderson & Bodell, 2023).

Harassment from Women
Women harassed me in different ways. Maybe not direct harassment, but certainly through seemingly friendly gestures. They would text me under the guise of enquiring about yoga, introducing themselves as single mums struggling with life, or as handicapped individuals needing help. Some tried to sell insurance or skincare products, while others sent good morning messages and forwarded various videos. They often sent videos of older women on social media performing yoga or dancing like me, comparing me to them, and giving unsolicited advice on promoting my business. On social media platforms, they would send messages, show me family pictures, and talk about themselves incessantly. Some women couldn't stop forwarding things to me on WhatsApp, often asking questions as if digging for information they required (Smith, 2022).

Networking
Unlike in the past, there are numerous avenues for women to network these days. Networking groups are easily accessible, and you will likely be recruited into one. Finding support or resources as a woman entrepreneur is no longer a challenge in the 21st century. Women's associations also provide valuable networking opportunities (Johnson, 2023).

Outsourcing
When starting Nava’s Zen, I was eager to grow my business quickly, seeking clients and expanding rapidly. Offers for assistance came through LinkedIn, and I outsourced some aspects of my business due to the pressures of being a solopreneur. Unfortunately, I lost a significant amount of money to so-called professionals on LinkedIn. A young, ambitious Indian entrepreneur took advantage of me, providing inferior services and giving me fake followers on my social media platforms by manipulating the system. When I questioned her, she became defensive, but I trusted her until I realized I had been deceived. Cleaning up the mess she created on my social media platforms took a toll on me, both mentally and financially (Patel, 2023).

Yoga Fitness Business
The yoga fitness business itself is challenging, as people in the 21st century often do not prioritize fitness due to time constraints. Despite the emphasis on wellness and its promotion as essential, many are not interested in working with their bodies. Instead, they prefer taking supplements (Krishnan, 2024) and focusing on dietary advice. People are willing to pay hundreds for supplements but find it difficult to dedicate even one hour a week to yoga fitness (Brown, 2023).

Time Crisis
Time has become scarce for me, making it difficult to relax as I continuously work on building my business. This has led to numerous sacrifices, leaving me exhausted on some days. I struggle to manage housework and my business, as I also conduct yoga sessions. This can be truly exhausting, and at the end of the day, all I yearn for is some time for myself, like watching a movie. The past 2½ years have flown by, and each month that passes makes me feel like there is not enough time to achieve my business goals (Williams, 2023).

New Challenges and Learning Curves
All these challenges brought new knowledge and a significant learning curve. As they say, the best lessons are learned from one's mistakes and the path taken.

Value of Networking
Having been a blogger before, I was exposed to networking and meeting people. However, networking is not always as rosy and rewarding as it is often portrayed. There is a lot of rivalry, although not openly discussed, about who is performing better and who gets more opportunities. Networking is not always about helping each other or sharing opportunities. As a woman entrepreneur with some networking exposure, I am now cautious when people reach out to me under the guise of networking.

Often, the primary aim is to promote their own business and see how I fit into their agenda. Joining a couple of networking groups, even on WhatsApp, has taught me not to jump at offers of networking. It often boils down to who can utilize whom in the name of networking. I have learned to ask and inquire about the purpose of networking instead of readily agreeing, as networking does not necessarily mean opportunity; it could hide other intentions (Anderson, 2023).

My previous experience of setting up a business in another part of Malaysia almost led to being conned by someone who appeared to know it all. While exploring this business venture, people who seemed outwardly helpful had ulterior motives of personal gain (Brown & Wilson, 2023).

Being Seen
In networking, it often revolves around being seen with the right people. Making your presence known by joining networking groups and attending events is considered part of growing a business. However, it raises questions about how many people truly benefit from networking versus just being seen. How many women entrepreneurs have genuinely benefited from networking, or is it just a means of socializing and maintaining appearances? Often, it feels like a case of mutual back-scratching for visibility rather than genuine business growth (Carter & Johnson, 2023).

Outsourcing
I am now very cautious about outsourcing any part of my business, having been burned before. People on professional platforms like LinkedIn seem to be promoting themselves in the name of marketing, aiming to lure others for financial gain. I have been approached by countless individuals on LinkedIn offering their services. These young entrepreneurs often raise doubts about their expertise and the quality of services they can deliver, as they seem to spend all their time on LinkedIn. If their business is doing so well, one wonders why they are so active on LinkedIn. It makes me question the actual value they provide versus the image they project (Davis, 2023).

Awards and Recognitions
I also learned that awards and recognitions often come with a financial cost. I have been approached by individuals offering awards for "Promising Woman Entrepreneur," "Woman Icon of the Year," "Top 10 Coaches," and various other titles. These offers appear across all social media platforms, essentially selling awards and recognitions. In fact, one can even request a specific type of award. I have also noted women I know who have received awards and recognitions, either from credible organizations or lesser-known entities.

This raises the question: are these awards about gaining publicity, or do they genuinely contribute to business growth? Often, they seem to be used as marketing gimmicks for self-promotion as a woman entrepreneur. Additionally, awards and recognitions are often based on networking - who you know and the circles you move in - rather than merit alone. While it's unclear if direct payments are always involved, getting close to well-known or popular figures can certainly open doors to awards and recognitions (Smith, 2023).

Social Media Presence
Social media platforms have become the primary marketing tools for women entrepreneurs, who use them to build their businesses. However, from my experience, only a small percentage of social media marketing has translated into actual clients. Most people are more interested in watching for entertainment rather than engaging as potential clients. This raises a critical question: does garnering millions of followers truly result in business growth? How significant is the conversion rate from followers to clients? The return on investment from social media marketing remains a crucial concern (Johnson & Lee, 2023). 

Jealousy and Envy
In the 21st century, jealousy and envy have become prevalent, especially in the context of digital marketing, where women entrepreneurs promote their businesses. This often breeds jealousy and envy, although it is rarely acknowledged. I have personally observed this, especially through the copying of ideas from social media platforms. Consequently, I am very cautious about what and how much I share online. The more open you are, the more room you give others to copy, which can lead to being undermined due to jealousy and envy (Taylor, 2023). 

Starting Nava’s Zen also taught me valuable lessons about family and friends. Contrary to the narrative that families and friends are the biggest supporters of entrepreneurs, my experience has been quite the opposite. Particularly my in-laws, who were not supportive of my entrepreneurial journey. Even friends showed a competitive streak, preferring me to succeed, but not more than them. This competition within family and friends was particularly pronounced as an older Indian woman, where traditional expectations dictate a more conservative lifestyle. This societal expectation often conflicts with the entrepreneurial aspirations of women like me, who strive to break free from traditional roles (Patel, 2023). 

Lonely Entrepreneurial Path
The journey to entrepreneurship is often described as a lonely path, and I now understand why. It revolves around your passion, dreams, and aspirations. In the 21st century, people are generally unwilling to offer help because they don't want to see you progress. Assistance usually comes at a cost; you must pay for services as nothing is free, and no one will allocate time to help you unless there is a significant gain for them (Morris, 2023).

Having a spouse doesn't make much difference, especially if they don't share the same passion. As an older Indian woman, I faced the additional challenge of societal expectations that conflict with entrepreneurial pursuits. However, these challenges have made me stronger and wiser. I can now discern genuine inquiries from harassment, and I have learned to block out toxic people who impact my mental well-being (Patel, 2023).

Moreover, my entrepreneurial journey has taught me valuable lessons about relationships and support systems. Friends who didn't understand my passion for my business eventually distanced themselves, and I learned to detach from those who were not supportive. This has led me to a quieter life, focused on my goals, and away from destructive influences. Silence has become a powerful tool to maintain my peace and keep negative people at bay (Smith, 2023). 

I now appreciate the quiet moments to myself and only socialize when necessary. This solitary path has contributed significantly to my growth as an older Indian woman entrepreneur, allowing me to stay focused and resilient in pursuing my dreams (Taylor, 2023).

Conclusion
The journey of an older Indian woman entrepreneur in Malaysia is marked by resilience and determination. From navigating the complexities of digital marketing and facing various forms of harassment to understanding the true value of networking and the pitfalls of outsourcing, each challenge has brought valuable lessons and insights. The experience has highlighted the often-lonely path of entrepreneurship, where support is scarce, and one must rely on personal strength and wisdom to overcome obstacles.

Awards and recognitions, while often sought after, have proven to be more about publicity than genuine business growth. The realities of social media presence and the prevalence of jealousy and envy have necessitated a cautious approach to sharing personal and professional achievements. Additionally, the lack of support from family and friends has underscored the need for a strong, independent mindset.

Ultimately, the resilience developed through these experiences has not only fortified personal resolve but also refined the ability to discern genuine opportunities from superficial ones. Embracing solitude and focusing on one's passion have become essential strategies for sustaining and growing the business. This journey, though fraught with challenges, has culminated in a profound transformation, embodying the spirit of resilience that defines an older Indian woman entrepreneur in Malaysia.

 

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