Sustainability and Competitive Advantage

Jacqueline Pereira Mundkur has a rich and diverse career path that includes 25+ years of multi-sectoral experience including CXO level roles in Marketing strategy, Operations and Customer experience. She is CEO, The Nxt Levels Advisory and is also associated with School of Business Management, NMIMS Mumbai as Adjunct Faculty in Marketing. She is an Independent Director and also, mentors startups that operate in the CX- Tech and Marketing-Tech space. Her first book on Customer Experience (The Customer First Mindset, 2022) published globally was very well received. She has also published several Case Studies in reputed global journals covering topics of Marketing Strategy, Sustainability and Customer Experience and contributes to business publications.An invited Guest Speaker at many academic institutions in India, she is also an invited Speaker at Industry Forums the UAE and in Portugal. She also has conducted workshops and seminars in the UAE, UK, and Singapore. She has been priveleged to mentor several senior level women leaders to reach their potential.Srinivasan R. Iyengar is a distinguished academician, consultant, Ted’x speaker and trainer with significant contributions in the fields of management and business education. He was Director at Jamnalal Bajaj Institute of Management Studies (JBIMS), Mumbai, one of India’s premier business schools. His areas of expertise include strategic management, business innovation, leadership, and corporate governance. He is visiting faculty at IIM Indore, Mumbai, and Sambalpur. Dr. Iyengar has a rich academic background, having published numerous textbooks, case studies and research papers in reputed national and international journals. He is a recognized speaker at various national and international forums and has conducted corporate training sessions for numerous leading organizations.

• Foreword Section I 1. Sustainability a Competitive Advantage 2. Methodological Approach Section II Case 1: From insights to action: How TCS enables Data-driven Decision-making in Sustainability Case 2: Renewable Energy: Mahindra and Mahindra’s Planet Positive Steps Case 3: Nippon Paint India: The Green Marketing Route Case 4: Beyond Compliance: HPCL’s Commitment To Sustainable Business Practices Case 5: Raymond: Making a difference with sustainable strategies Case 6: The Beyond Sourcing Program: A Game Changer Case 7: KK Nag: Circularity shows the way Case 8: Weikfield Agro –Health and Wealth benefits from Waste Case 9: Burckhardt Compression’s strides in Sustainability Case 10: Blue Dart's Leadership in Climate Action and Sustainable Logistics Case 11: Tracing JB Pharma’s intensive foray into Sustainable Practices Section III Case 12: CII’s GreenCo: Supporting Indian Industry’s Sustainability Journey Case 13: APCCI’s Green City Initiative: A Unique Public Private Partnership 3. Conclusion References

The strength of this book, Sustainability and Competitive Advantage lies in its balanced approach bringing theoretical insights and practical approach from leading companies such as TCS, Raymond and HPCL. This book is an essential read for business leaders, students and policy makers.Pasha Patel, Executive Committee, Chief Minister’s Task Force on Environment and Sustainable Development, Govt. Of Maharashtra & Chairman, State Agriculture Price Commission, Maharashtra State At a time when sustainability is an important deliverable for companies globally, this book comes in handy to know what companies in India are doing towards running their businesses sustainably. It holds value for young people entering the field of sustainability to understand the current scenario and develop it further. Dr. Kiran Somvanshi. Independent Journalist, Writer, and Visiting ProfessorA world where survival hinges on sustainable practices, this enlightening book serves as an inspiring guide for industry managers and students alike. It unveils the transformative power of sustainability, urging all to embrace it as an essential driver of competitive successRakesh Sarin. Founder WellM, Co-founder and Director Carbon U-turn technology, Advisory Board Member 02Power, AMET Centre for Entrepreneurship, Independent Director and Angel Investor. We all know Sustainability is all about meeting our present needs without compromising the future, it must have a delicate balance between economic growth and taking care of the environment. Competitive advantage is the idea that companies can maximize efficiency, cost saving, and new business ideas to improve competitiveness. By combining sustainability and competitive advantages Industries can create new market opportunities by developing sustainable products and services that meet growing demands and can also enhance resilience by managing risks, adapting to changing market conditions in a sustainable way.Few examples mentioned in the book written by Dr Jacqueline Mundkur along with Dr Srinivas Iyengar on Sustainability & Competitive Advantage, will help you to gain a deeper understanding of the subject and relevance in today’s world. This book provides comprehensive analysis of these issues and provides practical applications. Satish Barve, Managing Director, Miba Drivetec India Pvt. Ltd. Sustainability cannot be a fashionable issue and for that proven and fact-based analysis are critical to spread-out knowledge and consider organizations' strategy to move forward. This is one of the main reasons the authors have approached such a sensitive but important topic in a relentless and consistent way. Thank you for not giving up in the pursuit of a better future and more sustainable world. This is an indispensable reading for anyone who wishes to play a part in a very important process, individually or inside a company structure.Isabel Brito, Marketing and Communication Director, KPMG in PortugalThis is a pivotal moment for sustainability. As environment and social challenges escalate, businesses—especially in developing economies—must move from intention to integration. The case-based approach in this work makes sustainability real, actionable, and relevant for both emerging leaders and current practitioners. By showing how Indian companies are embedding sustainability into core business strategy and generating competitive advantage, this content not only demystifies the path but also inspires others to begin or deepen their own journey. The time for industry to treat sustainability as a strategic imperative—not a sideline—is now.Teresa Cortes, Head of Marketing, KMPG in Portugal & Invited Teacher on Circular Economy at ISEG, LisbonPresenting the book that’s based upon few real-life implementation strategies adopted by Indian companies and showcasing this to a Global audience reflects the sincere attitude of Indian industries towards building a sustainable world.The book attempts and succeeds, in linking past research with actual managerial and leadership action to achieve sustainable development goals. The cases illustrate how actions towards climate milestones enhance competitive advantage. Thus, it speaks to practitioners, addresses many of their questions to firm up salient takeaways from these real-life examples. In simple terms, authors have offered valuable guidance for students, business leaders and policy makers who will shape the future of sustainable development, I wish the authors every success in their endeavours.Vaishali Pravin Surawar, Chief Sustainability Officer, Manufacturing Centre of Excellence (MCoE), Hindalco Industries Limited The book is a timely and essential guide for leaders and practitioners. It combines rigorous research and case studies thereby providing a compelling roadmap for building resilient, future-ready businesses in Bharat. My best wishes to the authors .Madhav Nair, CEO, India Bank of Bahrain and Kuwait, Dy. Chairman Indian Banks Association.In today’s evolving business landscape, sustainability is no longer a parallel agenda but a core driver of long-term value creation. Integrating environmental and social responsibility into business decisions not only strengthens resilience but also builds trust with stakeholders. I believe this book will help future leaders understand how purpose-driven strategies can shape a competitive and sustainable future for Indian industry.Rajesh Mishra, Managing Director Vulkan Technologies Companies that practice Social & Environmental stewardship are not only handsomely rewarded by all their stakeholders but also enjoy an unbeatable Competitive Advantage. In this context, this book creates compelling empirical evidence that will motivate companies & corporate professionals to emulate the sustainable business practices captured as evidenced from the cases from Godrej, HPCL, TCS, Mahindra and others. The authors have made a very strong business case for Sustainability with this book, after their deep research on real life success stories from Indian Corporate world! I wish the book very best. Prof. Mahendra Chouhan, Vice Chairman - Global Advisory Board, Asian Centre for Corporate Governance & Sustainability, Member of International Integrated Reporting & Connectivity Council, advising ISSB & IFRS Foundation