This study analyzes women entrepreneurship and social norms from the perspective of self-help groups (SHGs) in India, particularly in Odisha. SHGs have become important platforms for facilitating women’s economic participation, collective empowerment, and local innovation. Yet, deeply rooted patriarchal, caste, and cultural norms continue to constrain women’s entrepreneurial aspirations, decision-making power, and market access. Using a qualitative case study approach, including focus groups, in-depth interviews, and an integrated literature review, the study focuses on how these social norms influence and limit entrepreneurial outcomes.Three main areas of evidence, consistent with the conference theme, have been identified. First, sustainability: SHGs contribute to sustainable development by providing livelihood opportunities, increasing economic resilience, and stimulating communitybased economic activity. However, these potentials may be lost in the absence of supportive institutional reforms. Second, inclusion: While strong social hierarchies still create unequal access and limit leadership potential, SHGs are inclusive spaces for poor women. It is important to remove these barriers for promoting inclusive development. Third, social entrepreneurship: SHGs are a means to bring about social cohesion for economic growth, but they must be strengthened by enabling policies and gender-neutral networking systems. To unleash the potential of women SHG members by creating inclusive ecosystems that foster sustainable development, the study argues that harmful social norms must be addressed.The elimination of constraining social norms is essential in unlocking women’s entrepreneurial potential and building inclusive settings that support sustainable economic growth. The findings have significant implications for academics, policymakers, and industry partners committed to revitalizing entrepreneurship for promoting social justice and sustainable development.