Social commerce platforms have transformed the landscape of entrepreneurship, offering new pathways for individuals, particularly women, to start and grow businesses with limited resources. In the context of emerging economies like India, Instagram has become a prominent platform where women entrepreneurs combine personal branding, digital visibility, and community engagement to establish and sustain their ventures. Despite its growing relevance, there remains limited research on how women navigate such platforms for entrepreneurial purposes. This study addresses this gap by exploring the experiences of women entrepreneurs who use Instagram as a primary business platform. Using a qualitative method, the study draws on ten in-depth, semi-structured interviews with women entrepreneurs engaged in diverse sectors. The thematic analysis revealed four key drivers: platform accessibility, autonomy and flexibility, identity expression, and community support. Alongside these enablers, the study also reveals significant challenges, including platform dependence, resource constraints, and emotional burnout. These findings highlight the dual nature of Instagram, both empowering and precarious, as a site of entrepreneurship for women.