The paper aims to recover a female history of certain anxieties and personal development voiced through colonial era’s critically neglected women’s writings and letters in regional India. Maharashtra, a prominent socio-cultural region known for women’s movements and resistance to foreign rulers, is surprisingly understudied in Western countries (Falk, 1996). The 19th century witnessed important socio-religious reforms concomitant with rise of women’s societies (1880) in Maharashtra (Anagol, 2005). Prominent Indian female thinkers of the time admired and were influenced by Western writers and their thoughts (Anagol, 2005). This was important in terms of female social and personal development subversive to patriarchy. “The uneasy social transition in mid-nineteenth-century Maharashtra pivoted on Mumbai, the British power centre, rippling out into the rest of the region” (Kosambi, 2019). Today, the same city of Mumbai is the epicenter of neoliberalism that has cast a shadow on the spirit of social reforms of the earlier decades. Thus, it is an important place to trace the 21st century lineage of Neo-Victorianism and colonial era women’s anxieties. I will be conducting archival research and textual analysis of women’s writings of colonial era in Maharashtra to examine the anxieties and personal development expressed by them. In the 21st century, it can be argued that neoliberalism markets a manipulated version of Enlightenment values for commercial purposes through neuroliberalism (Whitehead et al., 2018). Capitalism commercialized women’s anxieties around the emphasis on beauty, physical form, marital contract and others in the latter 20th century. The legacy of these female anxieties in the 21st century and their subsequent manipulation by neoliberalism to further aggravate the situation through neuroliberalism will be explored by me. I will use methods of observing mass and social media advertisements targeted at women along with conducting surveys and interviews for this purpose.