Lessons from sustainable community-based enterprise: harmonizing values, intent and purpose

Purpose This study aims to investigate how inner values, community relationships and place-based practices contribute to the long-term viability and environmental connectedness of community-based enterprises (CBEs), focusing on a rural handicraft cooperative in India. It explores how value-driven leadership and rootedness in local contexts can offer pathways to sustainable and inclusive development. Design/methodology/approach Using a qualitative case study approach, the research examines Earthcraft Cooperative, a community enterprise built by and with rural artisans. Guided by an ecofeminist lens, the study investigates how ethics of care, non-extractive relationships with nature and shared purpose shape organizational practices. Findings Findings show that the enterprise thrives not only through economic activity, but by cultivating a deeper sense of collective purpose and well-being. The care-centered intent of the leadership, often informed by relational and reflective values, plays a key role in sustaining the enterprise. The study highlights how embodied craftsmanship and rooted community participation serve as counterpoints to technology-dominated, growth-centric models of work. Practical implications The study provides insights for policymakers, social entrepreneurs and development actors seeking to support inclusive, values-led rural enterprises that align economic goals with ecological and human flourishing. Originality/value This research offers a nuanced understanding of CBEs by foregrounding the ethical, relational and quietly spiritual dimensions of enterprise. It adds to emerging scholarship on alternative economies by showing how inner values and community-rooted care can drive sustainable transformation.