The urgent call for change
Traditional business models, focused solely on profit, have prioritised short-term gains, leaving a trail of environmental degradation—depleting resources, increasing carbon emissions, and creating mountains of waste. Sustainable entrepreneurs are rewriting this narrative. They understand that “business as usual” will not cut it anymore.Instead of treating sustainability as an afterthought, this new generation of founders is building ventures that are green from the ground up—through business models, supply chains, operations, and products. Profit remains a priority, but not at the planet’s expense. Reducing carbon footprints, ensuring resource efficiency, and minimising waste are equally critical goals.
What’s driving the shift?
The rise of sustainable entrepreneurship is driven by three key forces:
Moral Imperative: For many founders, sustainability is a mission to create businesses that improve the planet.
Changing Consumer Preferences: Climate awareness is now mainstream. A Bain & Company study shows 40% of Indian consumers buy sustainable products, influenced by personal experiences with extreme weather.
Regulatory Push: Forward-thinking entrepreneurs view evolving sustainability laws as opportunities for growth and competitive advantage, not obstacles.
The rise of circular economy
The traditional “use and throw” philosophy—seen in industries like fast fashion, single-use plastics, and electronics—is giving way to the circular economy. Sustainable businesses are challenging the outdated “take, make, dispose” model. Instead, they view products as resources that can be repaired, refurbished, repurposed, and recycled.
Take-back programmes, recycling incentives, and eco-conscious design are empowering consumers to play a role in this transformation. By seeing today’s products as tomorrow’s raw materials, sustainable entrepreneurs are directly addressing India’s mounting waste crisis. With 62 million tons of waste generated annually, this shift could not be more critical.
Redefining operations: Lean, ethical, and efficient
Sustainability is not just about the products or services offered; it is also about how businesses operate. Lean principles are central to eco-friendly ventures—reducing waste, saving resources, and eliminating inefficiencies. Businesses are embracing strategies that balance profitability with environmental stewardship.
Responsible sourcing and ethical supply chains form another pillar of sustainable entrepreneurship. Some businesses focus on avoiding over-extraction of resources, while others innovate with upcycling and waste-to-resource solutions. Ethical labour practices—fair wages, workplace safety, and human rights—are equally important, ensuring that sustainability encompasses both the planet and its people.
Innovation for a greener future
At the heart of sustainable entrepreneurship lies innovation. Businesses are actively adopting solutions that lower their carbon footprints, from eco-design strategies (e.g., biodegradable packaging and recyclable materials) to the use of renewable energy sources like solar and wind. India’s leadership in solar power—ranking third globally in renewable energy capacity—positions the country as fertile ground for such advancements.
Christopher Anand Sargunam is co-founder of DriveX.
