Abstract This study explores the motivations and challenges of Indonesian mothers in starting their own business. The interview techniques were applied to six Indonesian mumpreneurs in Nusa Tenggara Barat (NTB) Province, Indonesia. The respondents were selected through purposive sampling technique based on several criteria, such as being married, having children, and running own business. In the case of Indonesian mumpreneur, motivations and challenges are always influenced by the role of motherhood. Having a desire to be independent, doing something that benefits society, and creating flexibility are the main motivations categorized as pull factors, while the push factor does not entirely bring any effect. Motherhood role in their motivation is illustrated in the desire to create flexibility where mothers should stay productive while taking care of children at home. Therefore, the challenges are related to dual existing roles, specifically as entrepreneurs and mothers. On the other hand, the technical problems such as the lack of skills and knowledge still exist.