Grassroots Public Engagement as a Catalyst for SDG-Oriented Startup Growth: A Case Study from Coimbatore

Abstract The United Nations Sustainable Development Goals (SDGs) provide a globally recognized framework for addressing urgent environmental, social, and economic challenges. Startups, through innovation, adaptability, and community-driven approaches, are uniquely positioned to advance these goals. However, public awareness and engagement remain crucial for sustaining such initiatives. This study presents a grassroots awareness program conducted in Coimbatore, Tamil Nadu, aimed at promoting public understanding of the SDGs and highlighting the contributions of local startups towards them. The program, implemented in the Race Course area, involved direct community interaction, distribution of educational materials, and facilitated discussions on sustainable entrepreneurship. Findings indicate that while baseline awareness of SDGs was low, participants displayed high curiosity and willingness to support SDG-aligned startups after engagement. The case study underscores the role of localized outreach in bridging the awareness gap and fostering an enabling environment for sustainable entrepreneurship.