Investment Avenue Choices Among Working Women of Haryana: An Empirical Analysis.

Abstract

This empirical paper delves into the investment preferences of working women in Haryana, India, during a period marked by expanding female workforce participation and evolving social roles (Kiruthika, 2025; Sharma & Joshi, 2015). The study elucidates the influence of demographic, financial, and behavioral factors on investment choices, situating findings within a robust review of literature from 2015 to 2025.

The analysis reveals that fixed deposits, gold, and insurance are overwhelmingly preferred across income and risk categories, with low and moderate financial literacy remaining widespread. There was no statistically significant association between income or risk appetite and choice of investment avenue, suggesting sociocultural and psychological factors outweigh economic determinants in shaping investment behavior. While some gradual shift toward market-linked investments is observed among younger and higher-literacy women, broad risk aversion and reliance on traditional assets persist. The study underscores the need for targeted financial literacy initiatives and gender-sensitive advisory platforms to promote greater financial diversification among working women in Haryana.