Greening Small Businesses: How MSMEs in India are Adopting Sustainable Practices to Meet Rising Green Consumerism

Small businesses play a crucial role in India's economy, employing over 30% of the workforce and making a significant contribution to the country's GDP. However, due to limited resources and a lack of awareness, they often have a negative impact on the environment. With the rising demand for green consumerism, many small businesses are now adopting sustainable practices to reduce their carbon footprint and align with the expectations of eco-conscious consumers. This descriptive study examines how MSMEs in India are integrating sustainability into their operations to meet this growing demand. It highlights the importance of sustainability for MSMEs, showcases examples of eco-friendly initiatives adopted by Indian MSMEs, and explores the challenges and opportunities they face in transitioning towards greener business practices.