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Chapter 1: Introduction

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1.1 Background

The experimental and events industry is dominated by males as they are in huge numbers in a leadership position in this industry. Moreover, in this current situation, this impression is changing as women in a large number are joining domains in the events industry to redevelop the dynamics of the industry (Seraphin, 2021). There are several great leaders available in the event industry of India. Some examples are Susma Gaikwad (Co-founder of Ice global), Poonam Lal (Director of Innobuz Marketing Solutions), Geetika Ganju (Well-known Content curator, writer and Moderator) and some others. Women help very small positions in leading groups in the Indian business industry. As cited by Séraphin and Jarraud (2022), there are only 10% of women in the role of senior leaders in entertainment and media corporate houses. Therefore, three is a clear shortage of women in leadership positions in the events industry of India. 

Women are mostly known for leadership, versatility unparalleled strengths, attention to detail and creative abilities. These attributes can be helpful to make alignment with the wedding and events industry. Therefore, women are suitable to develop exceptional careers in the event industry the world and India's event industry makes no exception. As cited by Hermann et al. (2021), women in the wedding and event industry can be united by a passion for developing memorable and unique experiences for people. In the last few years, there r several challenges have come due to the pandemic of Covid-19 which lead to implementing restrictions in the event wedding industry due to certain reasons Hussin and Buchmann, (2019). These reasons are the spread of Covid-19 and even the death threat. On the other hand, globalization in the last few years has developed greater opportunities for dominant industries to attract clients from a wide range of markets. 

1.2 Aim-objectives


This study aims to analyse women in leadership groups of the event industry and their impact on the Indian business industry.


Objectives of this research are going to be mentioned below:

  • To identify issues behind the lack of women in the leadership role in the Indian industry of events
  • To highlight progress timeframe of women's progress in the leadership field
  • To analyse the role of women in the leadership group of the event industry
  • To provide recommendations for enhancing women position in leadership positions in the Indian event industry

1.3 Problems

There is a significant gap between men and women number in leadership roles in the Indian event industry. As cited by (Monterrubio, 2022), there is around 17.1% of seats on the leadership boards in India are held by women. Due to the implementation of the companies act of 2013, it is helpful for women to hold their position on leadership boards. As observed by El Menyari (2021), there is a 9.4% hike in several leadership groups for women in the Indian industry. In addition, in international industry, there is 19.7% of seats on leadership boards are acquired by women. At this speed, world can expect to develop equal numbers of women and men on the leadership board across the year 2045 (McLoughlin and Hanrahan, 2021). The major problem of the Indian event industry is fewer numbers for women in leadership positions which are going to be analysed with help of secondary and primary data. 

1.4 Rationale

The issue is there is a significant shortage in the number of women in leadership groups in the event industry in India. As cited by (Rojas Bueno et al. 2020), in boardrooms. In senior roles of leadership and position at the entry-level, women are short across the positions. Covid-19 affected negatively the event industry of the world and the event industry of India makes no exception. This situation leads to a decrease in the number of women in the event industry of India alongside decreasing number of men employees.

This is an issue now women can benefit to provide a greater experience to clients in the event industry. Therefore, fewer women in leadership groups can be harmful to decreasing innovative mindset in the event industry in India. 

This is an issue because the storage of women can lead to declaring the existence of clients and a lack of innovative mindset. Decorations of events can be more organisations and unique with help of women. Therefore, a shortage of women in the leadership groups in the event industry can lead to decreasing client experience. 

The issue sheds light on the impact of women in the leadership groups of the Indian business environment. It can be helpful to enhance gender equality in the organisational workforce of the business industry of India. 

1.5 Research questions

Questions of this research are going to be mentioned below:

RQ 1: What are the procedures of discrimination experienced by women in the country of India?

RQ 2: What are the issues experienced by working women in the country of India?

RQ 3: What are the obstacles that women face in the position of leadership?

RQ 4: What are the issues that women experience in the workplace?

RQ 5: How do organizations support women leaders?

RQ 6: Why it is significant to have better female leaders?

Chapter 2: Literature review

2.1 Historical perspectives of women's empowerment in the event industry

Empowerment is one of the multifaceted, multilayered, and multi-dimensional concepts. Women empowerment is defined as a process of gaining the maximum shares for controlling the different resources and materials, trying to contribute to the business, and other attributes by using the knowledge, and information to maintain their position in the business. In India, women's empowerment had the biggest impact in recent times on economic growth that supports maintaining sustainable growth in the corporate world. On the other hand, women's contributions to cultures are untapped by 30.55% which affects the entire business process performance in the markets (Pinho and Marques, 2021). However, multiple organizations are trying to maintain a greater position in terms of women's empowerment and equality natures in the working environment. Due to this reason, the Stock Exchange Board of India (SEBI) made some rules and regulations to enhance their women empowerment structures through includes one member of females in their board members and it is compulsory to maintain. This aspect can support them to maintain tier entire business progress and improves their brand image in the markets.

In ancient Indian history, women were treated the same as men or equally which provided the confidence for women to maintain their responsibilities. During this period, there was no discrimination based on gender and they also get the pride of the society and were known as Janani which means mother. Moreover, the different Hindu scripts considered women as Devi or gods' support to develop the Indian culture. On the other hand, the researchers are trying to identify the women population in the world and identify that as 50% (Suwannasat et al. 2022). However, in India, it can increase the gaps between the men and women's populations due to discrimination and other attributes that can create some instability in the environment or society. Due to this reason, women's empowerment is required to maintain balance in society, and the business environment.

In modern times, Idea is developing women's empowerment exponentially because of providing equal spaces to showcase their skills, talents, and knowledge to get respective portioning the world (Dragin-Jensen et al. 2022).

Women in the position of Leadership

Figure 2.1: Women in the position of Leadership

Motherhood is one of the main causes women are held back from roles of leadership. Additionally, a percentage of 23 of all the executives around the globe are women (Ariella, 2022). percentage of 29 of the women are senior management, percentage of 37 managers, percentages of 42 of roles professional, as well as percentages of 47 positions of support staff are held by women (Ariella, 2022). In the year 2020, a percentage of 30 of "S&P board directors" were women, a record very high number. There is an entire forty women running a particular business on the fortune list of 500. In the year 2021, two individual black ladies headed Fortune 500 organizations in favor of the first period ever. This translates to women 144 out of seats 539 across both the Senate and representative house (Ariella, 2022). Between the years 2020 and the year 2021, women made 505000, degrees of master in the country United States. In addition, men earned a graduate degree of 327000 in the time of the relevant period. The industries with the maximum women rates in the position of leadership involve HR, with a percentage of 74.85, social and educational services, a percentage of 41, percentages of 41 on healthcare, and 33% on hospitality (Ariella, 2022).

2.2 Impact of women's leadership in the event industry

Gender diversity is one of the major approaches in the corporate world to maintaining sustainability in the business or developing future growth. The particular industries with the minimal women rates in leadership involve quarrying and mining, which is a percentage of 12, real estate and construction was approximately 18 per cent and a percentage of 19. Other industries with minimal women rates in leadership are a technology which is a percentage of 19, and manufacturing, which is a percentage of 19 (Ariella, 2022). Women highlight percentages of 50.5 of students of medicine and percentages of 54.5 of students of law in the country United States. Moreover, they only account for the favour of a percentage of 36.3 of doctors and a percentage of 37.4 of all lawyers (Ariella, 2022). The women trend accounting in favour of more than student half in a programmed of higher education however then collecting only a minimal more than a jobs' quarter in the ground is very general among several industries.

The major issues that keep ladies from positions of leadership are that women are held in order in a good way. These involved that women are not as significant at being managers as male, that the percentage of 777 of the poll highlighted this was not a cause there are not ladies in positions of top executive. On the other hand, ladies are very tough in favor of business. In recent times the different industry is trying to develop their business cultures by including more women in the business structures by developing board representatives in the Indian business sector by 17% which is a good number in the respective business positions. However, the UK developed a 35% women contribution in the board representatives that can support them in the development of their business cultures (Beckman et al. 2020).

In modern times, women's workforce rate is 20.1%, which is more than the estimated counts through the survey that can guide them to manage their respective businesses' progress and implement sustainable business performance in the markets (Financialexpress.com, 2019). In this case, men always conquer India’s entrepreneurial ecosystem. Based on a recent report, almost most women-owned businesses in the nation control by low-income firms. On the other hand, men managed more profitable firms like construction and manufacturing. Lack of institutional and social support, the nature of the male-centric of several industries energizes ladies entrepreneurs to control sectors that are very historically called “women-friendly" (Timesofindia.indiatimes.com, 2022). This includes beauty care, education, and apparel, among all others. It determines their background, possibilities, and powers to a substantial capacity. Most women owners of businesses do not get the social support they are in need in order to kick-begin their business from an immediate ecosystem, families, and peers.

This study is trying to identify the impacts of developing this women's empowerment. In recent times, women can provide extra benefits for upgrading the entire business progress and developing economic growth due this women's empowerment and also maintaining the brand images in the markets (A?an et al. 2020). Women have developed their procedures into the political and professional global over the past years 50. In recent times, around a percentage of 54 United States employee is female, however, it is very slow-going at the same time it comes to the presence of females in positions of leadership. While there is been development in the female leader percentage (Ariella, 2022). Over per cent of 90 of these esteemed organizations are proceeding by men, leaving a percentage of 8.8 all of them proceeding by women in less and general than a percentage of 1 guide by color women.

As an example, Gunjan Bansal CEO of L'amore Weddings is developing their business by reducing costs and implementing suitable business progress. Mentorship lack from the community of business is also one of the major issues experienced in the country of India. The particular case is no different, at the same time it comes to support of institutional. The proper absence help grid adversely affects their enthusiasm and knowledge in order to take gambles (Timesofindia.indiatimes.com, 2022). Very limited access in order to experience the web is another one of the general issues of women entrepreneurs in the country of India. 

2.3 Role of women leaders in driving organizations towards ensuring better business outcomes

As per the view of Abadi et al. (2022), despite various initiatives for increasing the women's participation rate in the workforce of the event industry, the rate of women in management positions is at a lower stage. Such that, Indian Inc has a realization that, women leaders are very important in decision-making. On the other hand, it seems in being changed at the present stage. It is visualized that the women leaders that opine through organizations have a realization that over the present dynamic form of environment, a greater amount of gender diversity through leadership roles can have a helping hand to them in enhancing the employee's experience along with fostering positive sentiments in the form of support, trust along with expression of views. Moreover, it is visualized that the rate of female staff through a specific corporate firm.

It is seen that in India "SAP Concur", there is a healthy male-to-female ratio such that 50% of women leaders work through various complex projects and ensure the achievement of great results. However, Shruti Agrawal (2021), a founder of StashFin suggested that they have over 35 women for every 100 men. To ensure women's empowerment there will be the establishment of a global program that connects women leaders across various companies in exploring professional along with personal growth initiatives. This program will have a helping hand in helping the women, especially during the remote working conditions. Abhishikta das (2021), the Human resource director of Hershey India made his relevant suggestion that they have launched a HerShe campaign to honour the outstanding women who contributed to differentiating society. The campaign also has an inclusion of various activities within the firm in the form of sessions, employee branding and a corporate page.

The minimal wages in favour of salaried women are due to a percentage of 67 of total discrimination and a percentage of 33 due to education and job experience. Oxfam India indicates on the India Government to vigorously implement practical actions in favour of the right and protection to very same wages and work in favour of all women. The recent time "The World Economic Forum (WEF)" ranked the country India st number 135 out of the country of 146 in its "Global Gender Gap (GGG)" for the year 2022 (Timesofindia.indiatimes.com, 2022). "The Oxfam India's 'India Discrimination Report 2022" indicates discrimination rationale percentage of 100 of professional unevenness experienced by women in rural places in the market of labour and a percentage of 98 in the places of urban. One of the important gender equality cause is the awareness lack among all women about their capability and rights to extend equality. This awareness lack is usually due to the general artistic and sociable models that dictate that females should be subservient to males. The decline in the work of women is pushing all sectors and age groups into poverty. However, the dropoff was especially enunciated among all the youth, aged between 15 and the year 24 (Timesofindia.indiatimes.com, 2022). All those minimal working and education levels in the construction and agriculture firms in rural India. 

"According to the Diversity Benchmarking report, 2020" 54% of organizations survey running of women through various L&D programs. Apart from this, Aggarwal (2021) argued the fact and mentioned that as of 2018, the proportion of senior roles held by various women was over 20%, an increase from 2017.

2.4 Contribution of the Women leaders in Indian tech conferences

Modernisation of decades women are leading with its attributes and scalability. During 2022, women increase its inclusion through digital conferences. It is identified that equal involvement of women changes the path of event industries as well as technological industries in India. “Analytics of India magazines” has listed different Indian conferences that take place towards modern day women leaders for attention (Pinho and Marques, 2021). The increase in data science and analytics for Artificial Intelligence ensure a positive insight to tech software’s. It becomes the largest form of meeting to women professionals across the techno domains that bring women together from academics to industry for discussing the present trends, videos and achievements. This conference had been held on "April 8-9 2022", in Bangalore that had included sessions in the form of empowerment, and leadership along with women's celebrations disrupting the companies.

The conference speaker was women leader “Lata Lyers of Rakuten India”. On the other hand, there was another conference held in the form of "Women incyber security on March 17-19, 2022". It was the 9th year, that women in cyber security are the formal flagship event and the largest conference for working women and advances them to cyber security. The team has a creation of women's community through the vent industry along with encouraging and supporting innovative ideas. "International Women's day India summit" was held from April 2-3, 2022, it was an adequate celebration for various women in technology. The specific event is a formal virtual, inviting various women in India in learning along with exchanging ideas and experiences. The conference also aims in empowering various women by exchanging best practices and ensuring a build-up of better passion (Dragin-Jensen et al. 2022).

The "Women transforming technology conference" held from "April 11-12, 2022", is a consortium of various organizations building community by tackling various issues in encouraging women through the advancement and ensuring the emergence of leadership and career track. "WITS Spring 2022 virtual summit" which was held from April 27-29 is a form of a virtual version of the women on a series of tech summits that empowers various women over discussions or the recent trading topic about organizations. This conference aimed to support women in increasing their career opportunities through workshops, online marketing and others. The speakers of the event were IBM, Bloomberg and others. "Wonder women tech virtual summit" from June 7-10, 2022, takes place through the hybrid model with three days of welcoming 500 speakers across the globe (Carlsen et al. 2010). On the other hand, the event catered for interacting with women leaders in various industries with getting their valuable experiences and insights the speakers of eth event were Google, Amazon, Microsoft and others.

"IEEE Wintechcon" was held between June 2-3, 2022, the conference was introduced in having a presentation of work demonstrating the different subjects.

2.5 Women today continue to rule the Indian experiential industry with their wondrous vision

Women have set top management positions with the Indian competition and proved the business setting with diverse leadership and more creativity with economic profitability. In the organization of an event, the contribution of women is making a greater perspective and enhancing the overall performance. (Mackellar, 2013) has stated that gender stereotyping is defeating the factor that helps in making career options and seems over the past years. In this event, management industry women are playing a particular role that is important to set the mindset for the numerous opportunities and millions of girls across the globe (Mohanty, and Choudhury, 2020). Succeeding in events management is making the dynamic industry and setting the right skills test applicable to execute plans and work well in a team and having the flexibility to make continuous changes. Moreover, it is being set to define and manage the companies that improve the overall performance by making the continents in the overall success of the events and entertainment industry.

In the above figure, it is being analysed that the share of women employees in the event activities is set all across India in the financial year of 2017. It is measured during the time to share the companies with 41% of women involved in event management in India (Mohanty and Choudhury, 2020). Despite numerous initiatives for increasing the rate of women participants in the workforce, the percentage of women has made a greater contribution and led to growth in the business. It has triggered and implemented change management to empower women and boost their profile. The improvement in decision-making is being set to make economic development in the community (Dashper, and Finkel, 2021). Despite the changes, the entrenchment with gender biased is a system that hinders and makes the possibility to filing leadership and decision-making process. In the traditional perception, women have ideal for business investment and set the labor and capital market. It is making a greater contribution to improving the overall performance by making high advantages to the growth and development of the leadership position. This perpetual environment has been set to enhance performance and continue to encourage women to take a leap.

Beyond having, high-performance employee decision-making is applied to improve overall performance, drive decision-making, and innovate positions that deliver steadfast organisational transformations. It is affecting the overall performance by modelling and creating sustainability through changes that have a diversion changer and make a significant impact on women's mass positions. Gender inequality is being set to define and measure the focus on gender to break through layers and cultural barriers (Sangpikul, 2020). Intersectionality is all about managing all these additional gender uniqueness in order to make sure that their differentiated requirements are completed and that they are not departed rearward (Timesofindia.indiatimes.com, 2022). Especially since very different perspectives and experiences play a major role in unleashing innovation and creativity in several institutional and corporate practices. This is also allowing in favor of good decisions at entire levels, women guide more efficiently in this condition. Women in power positions are women who hold employment that provides them significant authority, impact, and total responsibility in business or in government. Management and decisive works have multiple usually been associated with males as objected to females (Timesofindia.indiatimes.com, 2022). Historically, energy has been circulated among the sexes disparately. Female leadership is comprehensive, enlarges participation and provides power and information to all those she actually guides. 

2.6 Theoretical analysis

The traditional model provides correspondence that work effectively for increasing social phenomenon as well as define certain roles. It improves the performance through building growth and sustainability in the organizations attempt as well as expanding the stereotype social media transformations (Dillette and Ponting, 2021). The unimproved situation is forecasted as 500 million with major connections. The effect of grounded theory in event management has developed a large effect as well as drawn the information that is applicable for setting. The overall prospects for depth interviews as well as experiences are found in invited participations. The event management leveraged the growth as well as working potential in India to show talent of women.

Failed configuration in international conferences is important to make the field by building processes and making the development of transnational policies. The narrative theory in event management in India is applicable to make the planning and meet the potential requirement of the customer with the marketing strategies to determine client bases. It is important to leverage the growth and makes event management more successful through academic journals dedicated to event and event management. In India, setting cultural events have boosted monetary growth and pulled the attention of the visitor. It is making the way to motivate and do the work effectively to visualize the central theme and determine the interaction with the cultural biases. The fundamental principle of cultural tourism is centered on facts to make the element more effective and draw the attention of the people.

2.7 Literature Gap

This section deals with the historical perspectives regarding empowerment of women in the event industry. The Indian events industry is continuously growing and it needs women as leadership roles for bringing innovative and unique mindset for the board (Peri? et al. 2019). The growth of event industry is evaluated properly in research and it is much helpful for gaining valuable information that is related to the research topic. Legal factors play a major role towards recruiting women in the business industry and it is avoided in this research. The companies act 2013 rises the number of women in the private industries. It is evaluated for increasing actions that are regarded as the role for the government towards empowering the women in the private industries.

Chapter 3: Methodology

3.1 Philosophy

Throughout this research, the involvement of realism research philosophy has been applied to analyzing the women leader in Indian events leadership. On the other, the involvement of quantitative research philosophy has been utilized to conduct the research approach. The involvement of epistemology in quantitative research is set to hence the knowledge that is applied while conducting the research study (Gajjar and Parmar, 2020). Moreover, it is making the involvement of an effective research study made the study more effective and successful. In this philosophy, the research has benefited from investigating the source that helps to gather the data through the survey process. Each data helps to provide an accurate structure to make the research process more successful. 

3.2 Approach

The study was conducted with the help of deductive research in order to gather and interpret the data. The deductive research approach confirms existing theories and makes the research more successful. As per Mazumdar, (2019) the deductive research approach is required to meet the hypothesis for the rich work rather than approach. It is required to meet the research aim by conducting a survey and interpreting the answer. The involvement of this approach is important to make the specification of the studies, explore the phenomena and test that is valid, and make them reach more successful. Through the involvement of this research approach, the basic structure is made for creating reasoning from the general to the particular. It is formulated to improve the overall effect and hence the growth potential.

3.3 Design

Through the research study, “descriptive research design” is applicable to analyze the women leaders in managing the events in India. Thai refresh design is aim to provide systematic information to make phenomenon and population on the problem. It emphasizes making the changes that are being set to determine the subjective findings of the collection with written formatting. It also applied this research design in his paper to analyze the women leaders in managing the events in the Indian industry and certain variables to understand the difference in survey responses of the participants. It is applied to hence the overall performance and makes the descriptive research more successful.

3.4 Data collection

The research work is formulated by using the data collection methods of a qualitative survey. In the process, data has been gathered from the primary sources of living sources of data. Data collection is being set to present the process and technique by which the researchers used to gather the information and conducted the survey. Here the primary qualitative research is applied to data by doing the survey. In this case, particular data has been gathered for completing the research work (Korreck, 2019). The survey is being conducted with the help of 10 participants who are involved in event management in India. People ask questions that are reflective to hence the working of women in managing events. It is applicable to improve the overall perspective by managing the data that are important to conduct the research successfully.

3.5 Inclusion/ exclusion

Criteria  Inclusion  Exclusion  Rationale
1 Publication Date  After 2019 Before the period of 2019 In order to check where the publication for the different article is set for actual trade that is based on the requirement 
2 Length  Fully accessed article  Partially accessible or not at all accessible  The research is to focus on analyzing the data and gathering the information 
3 Language  English  Another language  English is commonly used as an international language to understand the comet more clearly 
4 Publication scope  Journals, articles, and survey  Articles, and journals that are not yet published In order to choose this article the relevance with their respective research is proving the proper evidence.

Table 3.1: Inclusion and Exclusion

3.6 Data analysis 

In this research, study the data and sources that have been collected through the survey. Each data is set to provide appropriate results for conducting the research process. For consisting of the research qualitative research is being done with thematic analysis. This analysis is being conducted to identify and analyze the report pattern of the study. (Gandhi and Sen, 2021) has applied this data approach and has the benefit that is making the investigation for the research process and involving the procedure of making the themes and selection codes. The survey and thematic analysis have helped in analyzing the data and making an enhancement in the business. 

3.7. Ethical issues

The research is going to deal with primary and secondary sources for analysis of women in leadership roles in the event industry of India. The primary qualitative method is going to be used for analyzing the data of this research. Primary data includes direct interaction with participants. Therefore, this study is going to maintain the privacy of participants and participants are going to be anonymously asked for providing their responses. The survey questions of this research are going to be based on evaluating the role of women in a leadership role in the event industry of India. This can be helpful to conduct research without violating the code of conduct. Questions are going to be developed that can harm the sentiments of local society and communities. As cited by Kumar (2020), the data protection act of 1998 needs to be maintained for avoiding ethical violations during conducting the research. This research is going to follow the Copyright act for using information from secondary sources. 

This research deals with both primary and secondary data that can include major chances of ethical violation. Research participants are not going to be harmed during conducting the research. Response to questions is going to be taken with a biased-free approach. As cited by Jaipuria et al. (2021), the dignity of respondents during research is needed to be a major priority of researchers. Privacy and protection of research participants are going to be ensured by research during the completion of this research. Misleading information is going to be avoided in this research which can be helpful to provide authentic information in each context.

Respondents of this research are going to be participated based on their content. Principles of research are going to be informed to the respondents for providing assurance and a sufficient amount of information for allowing participants to understand the implications of respondents. Fully informed, freely given decisions and considered participants can be helpful to develop research with exciting outcomes. As observed by Kumar (2020), the use of discriminatory, offensive and other languages that can be unacceptable is need to be avoided during the development of the questionnaire for participants. This can be helpful to achieve greater results in research. Anonymity and privacy of response are major significant factors that are going to be maintained for ensuring the continuous development of research.


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