Unlike regular couples who might have independent income streams to cushion financial blows, entrepreneurial couples have all their financial eggs in one basket. If the dukaan suffers, the household suffers immediately.
In the context of marriage, "dukaan" becomes a stand-in for all the small, personal spaces individuals maintain even after tying the knot — the hobby the husband indulges in when his wife is not home, the phone conversations the wife has in whispers, the "me-time" that everyone guards jealously. The internet has embraced this phrase precisely because it captures the reality that marriages are not just about togetherness but also about negotiation over personal boundaries.