Aruna Dev Rroy, Uma Gulati, Srilalitha, Girija Kumar Sagi, Kavitha R Gowda
Sustainable finance is no longer a new term. Since the last decade, researchers, academicians, and organizations are talking about sustainable finance. Previously, organizations were free to think about only the profit motives of their stakeholders, but now the situation is different. The organizations also need to think about their social, governmental, and environmental. Sustainable finance can help organizations in improving their response to the ESG framework. This paper is based on a literature review, and the facts of the literature review have been validated with the help of interviews. Online interviews have been conducted by the researchers. Through sustainable marketing practices, businesses can enhance its image and attract more sales and customer loyalty as society is getting more socially responsible. Sustainable marketing includes sustainable products which are not just eco-friendly but includes social and economic practices. It is not just going green but is about generating sustainable profits within the periphery of our society and planet.