This paper attempts to document the changing attitude of sections of bhadralok in colonial Bengal towards middle-class women’s paid work. From the 1920s onwards, a number of journal editors and contributors, overcoming their earlier inhibitions, began to propagate middle-class women’s/widows’ economic independence. However, the nature and limits of the proposed economic independence of the new icon, the earning bhadramahila, were clearly defined by the new discourse on women and work. The same journals publicised a range of other issues including anxieties about the “declining number” as well as the “declining fortune” of Bengali Hindus.