The investments in the financial markets have lately seen a surge even by a common man. The need of the present time is that the funds get channelized towards the development of the economy. Still due to the highly volatile nature of financial markets, the retail investors have acted conservatively as regards parking their surplus funds in the stock market. This paper attempts to find out the reasons of non-investments in the financial markets by female community which constitutes almost half of the population. The flow of funds in the financial markets is ever increasing with the increase in awareness and financial literacy amongst investors but women despite their increased role in the labour market and earning capability, have not come forward in this direction. The financial markets are the backbone of any economy, unless the entire earning community contributes in this direction, the growth of any nation remains a difficult task. The study concluded that the volatile nature of financial market has discouraged women to consider it as a preferable investing avenue rather it has diverted them towards business start-ups and they are investing their funds in business ventures and are emerging as a new breed of budding entrepreneurs.