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This paper aims to optimize bioconvective heat transfer for magnetohydrodynamics Eyring–Powell nanofluids containing motile microorganisms with variable viscosity and porous media in ciliated microchannels.

The flow problem is first modeled in the two-dimensional frame and then simplified under low Reynolds number and long wavelength approximations. The numerical method is used to examine the impact of thermal radiation, temperature-dependent viscosity, mixed convection, magnetic fields, Ohmic heating and porous media for velocity, temperature, concentration and motile microorganisms. Graphical results are presented to observe the impact of physical parameters on pressure rise, pressure gradient and streamlines.

It is observed that the temperature of nanofluid decreases with higher values of the viscosity parameter. It is absolutely in accordance with the physical expectation as the radiation parameter increases, the heat transfer rate at the boundary decreases. Nanoparticle concentration increases by increasing the values of bioconvection Rayleigh number. The density of motile microorganisms decreases when bioconvection Peclet number is increased. The velocity of the nanofluid decreases with higher value of Darcy number. With increase in the value of bioconvection parameter, the flow of nanofluid is increased.

The bioconvective peristaltic movement of magnetohydrodynamic nanofluid in ciliated media is proposed. The non-Newtonian behavior of the fluid is described by using an Eyring–Powell fluid model.

The current research study aims to explore the rising appeal of creative industry for institutionally embedded women entrepreneurs of rural Khyber Pakhtunkhwa.

A qualitative research methodology is adopted to conduct the research study. Primary data is collected through in-depth interviews with 38 women entrepreneurs working in two sectors of creative industry in rural Khyber Pakhtunkhwa.

The research study explored creative industry as the most informal, non-traditional, low cost, flexible and convenient business sector for institutionally embedded Pukhtoon women entrepreneurs of rural KP.

The study draws the attention of policymakers and government to consider the informal norms in which women entrepreneurship is deeply embedded, while making entrepreneurship development policies and programs. The research study drives the attention of government toward making entrepreneurial education and training facilities easily available so that the skill and talent of women entrepreneurs can be more polished and enhanced. It further suggests that if the policymakers and Government of Pakistan take positive initiations and recognize the paramount importance, the creative industry of Pakistan has the potential of contributing toward uplifting of the economy.

The study helps in identifying the prevailing social and cultural norms in KP that shapes the choice of women entrepreneurs toward entrepreneurship in creative industry. It emphasizes to understand the reasons, for which women in KP, opt to open their entrepreneurial ventures in creative industry.