Purpose Although entrepreneurship has been increasingly recognized as a vital mechanism for addressing social challenges, there is a lack of studies exploring the diversity and complexity of entrepreneurial experiences across different cultures, particularly regarding the role of social ties among women entrepreneurs. This study explores the role of social networks in empowering rural artisan women in Pakistan, highlighting how collective action facilitates economic resilience, sustainable entrepreneurship and market access. Design/methodology/approach A qualitative approach using semi-structured interviews was used to examine how informal and formal networks support rural women artisans in overcoming socioeconomic challenges. The data was analyzed thematically to identify patterns in entrepreneurial engagement, financial inclusion and sustainability practices. Findings Findings reveal that social capital, through both structural and relational networks, enables rural women artisans to access markets, develop skills and adopt sustainable practices. Group-based support structures enhance resilience by promoting cooperative effort, facilitating financial access and improving business sustainability. However, sociocultural constraints continue to limit women’s economic participation. Research limitations/implications The study is context-specific, focusing on rural artisan women in Pakistan, and may not be fully generalizable to other settings. Future research can explore cross-cultural comparisons of the role of social capital in women’s entrepreneurship in diverse economic contexts. Practical implications Findings suggest that policymakers, non-governmental organizations and development agencies should focus on strengthening women’s entrepreneurial networks, facilitating access to finance and promoting sustainability-focused training to enhance rural economic resilience. Originality/value This study extends the social capital theory by demonstrating how collective networks contribute to economic empowerment, sustainable business practices and market integration for rural women entrepreneurs in resource-constrained settings.
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