I want to touch the sky: how an enterprise challenges stigma for sex‐workers

Purpose – The purpose of this paper is to demonstrate how a “just” enterprise can challenge stigma deeply embedded in culture and in the process develop and prevent a whole new generation of women, in this case the daughters and grand‐daughters of sex‐workers, from being stigmatized. Design/methodology/approach – Drawing on fieldwork interviews this paper, through appreciative inquiry analyses and most significant change questioning, examines the development of an Indian based enterprise called Freeset, a company employing women leaving sex work, and examines its history and its possible future trajectory. Freeset challenges the stigma of these Indian sex‐workers, including that perpetuated through patriarchy, by offering alternative work which displays respect for their abilities and dreams and up‐skills them to function as leaders in their communities. Findings – While stigma erodes social status by discounting and discrediting persons considered outside the norm, it is possible to challenge that process and change the life trajectory of its victims. Research limitations/implications – Hearing and highlighting the voice of the stigmatized is vital in clarifying a holistic view of stigma and its impact on society. Practical implications – There are significant insights into how values based enterprises might establish their ethos in cultures that discount those values the enterprise upholds. Originality/value – Few enterprises focused on producing social change outcomes develop sustainable business practices that challenge the economic root causes of stigma. Freeset provides new insights into managing diversity issues in a South Asian context to achieve that goal.