Published Paper Details:

It is true to say that the world is becoming complex and multifaceted day by day with rising tensions of deglobalization and ongoing wars. Survival and Profit making remains as one of the major concerns for various business houses across the nation and for that organizations are focusing on various techno-structural changes within the organization for better health. On the other hand, with the rising level of pollution, nurturing a green environment and crafting a green business is the call of the hour. Environmental consciousness now strikes us almost every day in the current times. Resource limitation concerns and environmental concerns did raise a question on the very concept of sustainable use of assets and pollution. (Wang and Song, 2014) Opinions were that developments pertaining to the economy and pollution reduction could not go hand in hand. Striking a proper balance between constant high consumption of resources in order to develop the economy and at the same time also thinking about eco-friendly environmental concerns is a challenge (Chan et al., 2012). The excessive consumption and usage of the non-renewable resources with an aim of speedy economic developments did adversely affect the environment and raised huge concerns (Atlin and Gibson, 2017). In the opinion of (Chen, 2008b; Chang, 2011) it is the manufacturing sector across the globe that is the highest waste producing sector. The very concept of Green Innovation can be further bifurcated into green products, green marketing, green processes, and green management that are focused and oriented towards eco-friendly initiatives and work practices like recycling, controlling the pollution emission levels at large (Seman et al., 2019). Gupta, R. (2011) in his study stated that the awareness level amongst the Indian customers are not that much aware about the eco-friendly products and its benefits. Moreover the Indian customers were very less aware about the initiatives taken by companies as such for the cause. Agarwal, Sutra Dh?r, S.P. and Agarwal, R. (2020) in their study found that the majority of the respondents in their study are moderately aware of the concept of Sustainability and Green Initiatives. Research gaps found in literature surveys were that very little study has been found which focused on organizations "Green Initiatives" practices with respect to Sustainability and what exactly they were doing to educate the mass population about "Green Products". Secondly, it has been found that the majority of the population in general only have moderate knowledge about the concept of Sustainability, Green Initiatives and Green Products. Research objectives for this study are set as to study the degree and extent of the various green initiatives practices with respect to sustainability practiced by major organizations and also to study the degree and extent of initiatives taken by the organizations to aware the mass populations regarding Green Initiatives and Sustainability. Research Methodology: This Qualitative study is based on secondary data. The secondary data were obtained from various journals, statements, newsletters and social media platforms. The paper will focus on the innovation and practices of the same in current business context. With respect to the same green initiatives of few organizations like Oracle, Hindustan Unilever, Reliance and Flipkart will be discussed in this chapter as to how these companies are balancing both development on one hand and environmental conscious initiatives on the other hand. Also how such initiatives are contributing towards overall business development which can be used for further study. Touching in brief upon the grave scenarios of textile wastes and used clothes disposal reality of the fast fashion consumer segment which is adversely affecting the environment