We study 32 women entrepreneurs in India facing an extreme context. These entrepreneurs, embedded in their social, cultural, institutional, and economic contexts, exhibit resilience due to their imbibing and exhibiting a multifaceted feminist identity spanning across self, family, business, and community. Their lived-in multifaceted identity helps the entrepreneurs simultaneously engage in two levels of resilience activities. Entrepreneur-level resilience is reflected in acknowledging the crisis as a temporary setback and engaging in the greater good. The business-level resilience is reflected in scraping resources and improvising the existing business model through lived experience. We build a process model where multifaceted identity drives both resilience activities, while these tend to provide feedback to strengthen their identity as founders.
