Driven by Purpose, Powered by Sustainability: Kerala's Startup Advantage

Dr Sibila P

Abstract: Sustainability is increasingly recognized as a competitive advantage for new businesses. This study explores how sustainability practices influence the competitive positioning of startups in Kerala, India. Using a simple research design, the study collected data from 150 startups through structured surveys focusing on sustainable practices, brand differentiation, and business performance. The findings suggest that startups adopting sustainability initiatives experience enhanced brand reputation, stronger customer loyalty, and greater operational efficiency. The study concludes that adopting sustainable practices can be a strategic approach for new businesses to gain a strategic advantage in the Kerala scenario. The research highlights the importance of implementing awareness programs and offering incentives to promote sustainable entrepreneurship in the region.

Keywords: Sustainability, Competitive Advantage, Startups, Green Entrepreneurship, Kerala, Brand Differentiation, Business Performance, Sustainable Practices

How to Cite?: Dr Sibila P, "Driven by Purpose, Powered by Sustainability: Kerala's Startup Advantage", Volume 14 Issue 7, July 2025, International Journal of Science and Research (IJSR), Pages: 1343-1348, https://www.ijsr.net/getabstract.php?paperid=SR25721152500, DOI: https://dx.doi.org/10.21275/SR25721152500