Why more women are now investing weekends & after hours on passion projects

Navigating meetings, deadlines and targets through the day, they step into entirely different roles by evening — founders, creators, bakers, teachers and more. Across India, women are building passion projects alongside their full-time corporate careers. For many, these ventures begin small — as a weekend hobby, a creative outlet, or simply something to look forward to post-work demands. Over time, however, they evolve into something more meaningful, finding their audience and, in some cases, turning into sustainable business models.

Discovering their second self

For Sakshi Bhokare, a consultant who curates thoughtful gift hampers on the side at Thoughtfulco.bySakshi, the journey began with a love for intentional gifting. “I’ve always loved curating something that feels meaningful. It began organically, first for friends and small occasions. Then referrals started coming in, and before I knew it, it became a side hustle,” she shares. “I didn’t start with a big business plan. It grew from passion, curiosity and the joy of creating something of my own.” Similarly, Camryn Menezes, a content strategy manager, started a crochet and knitting page as a virtual diary to track her progress. “I had no intention of ever making a sale,” she says. “But after starting the page, I began getting orders from friends and family,” she adds. For Tarini Thakur, who began her career as a chef before transitioning into marketing while pursuing content creation on the side, the shift offered creative freedom. “It’s liberating to create without permissions, constraints or performance optimisations.”

Fulfilment over making money

While some ventures generate additional income, for many women, the motivation extends beyond financial gain. These projects become spaces for expression, emotional release and personal growth. “Financially, it’s still growing. But more than the money, it gives me confidence,” says Sakshi. “It reminds me that I can build something independently from scratch and nurture it into something meaningful.” For Sridevi Rao, a PR consultant who knits but never sells her creations, the rewards are purely personal. “I love picking out the wool and imagining designs in my head. There’s excitement in starting a new piece. Emotionally, it’s a great stress buster. The process is calming, and the result is satisfying — especially when someone appreciates what I’ve made.”

A peek into hustle culture

Balancing a full-time job with a side hustle often means embracing what many describe as a “double shift”. The workday rarely ends at logout; it transitions. Evenings are spent creating content, managing orders or planning an idea. “I look forward to coming home and sitting down with my projects,” says Camryn. “I feel lucky to have an outlet where I can fully express myself — and also turn that creativity into something profitable,” she explains. For Sakshi, the emotional rewards feel distinct from her corporate role. “It’s incredibly fulfilling to see someone’s reaction to a gift that feels just right,” she says.

The best of both worlds

For many women, quitting corporate isn’t the end goal. A steady job keeps them anchored; their passion projects keep them energised. “I genuinely value having both worlds. I don’t feel pressured to pick one over the other. They’re complementary, not conflicting. My corporate career keeps me sharp and constantly learning. It strengthens my understanding of brands and growth, which benefits my passion project,” says Sakshi. Tarini echoes the sentiment. “My full-time job keeps me grounded. Social media has a funny way of making you feel like the centre of the universe. I’d rather build something real — with of ine meet-ups and genuine community beyond usernames.” For Sridevi, knitting will never replace her 25-year career in PR — nor is it meant to. “I do it for my mental peace, not financial gain. I enjoy my work too much to give it up,” she says. Camryn, who has just begun her corporate journey, sees the balance as both stability and support. “It’s nice to have extra pocket money,” she says, adding, “But emotionally, it’s ful lling to see my projects slowly come to life and bring joy to customers.”

Side hustle, now on the rise

• Content creation (reels, YouTube, podcasts)
• Home bakeries and cloud kitchens
• Handmade brands (crochet, candles, art)
• Thrift stores and small fashion labels
• Freelance services (writing, design, teaching, marketing)

Get the latest entertainment updates from the Times of India, along with the latest Hindi movies, upcoming Hindi movies in 2026 , and Telugu movies.”