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Purpose With the rapid rise in the number of start-ups, corporate social responsibility (CSR) can principally contribute to the nation’s socioeconomic development, making it more critical. This study aims to explore the effect of sustainability practices on a firm’s performance with competitive advantage (CA) and innovation (INN) as the mediating variable. Design/methodology/approach An exhaustive literature review was done to identify the constructs relationship for this study, and a questionnaire was used to gather the data from the start-up owners. In total, 400 samples were received, and partial least squares structural equation modeling was used for testing and validating the proposed hypotheses. Findings CSR and financial performance (FP) have a significant relationship. According to this study’s findings, innovation and CA substantially mediate the relationship between a firm’s FP and CSR. This study will highlight how CSR practices stimulate organizational creativity, problem-solving and strategic thinking. It will also demonstrate how CSR can foster a culture of innovation that generates long-term value and positively impacts FP. Practical implications It will aid in improving the knowledge of start-up owners that CSR is more than just pure altruism or philanthropy; instead, it must be promoted strategically as an investment that boosts productivity and creativity while also bringing overall financial benefits to the company. It will ultimately enhance the start-ups’ ability to improve the economy and society. Furthermore, this study holds the potential to inform policy discussions and recommendations for fostering responsible business practices in the Indian start-up ecosystem. Policymakers can benefit from insights into how regulations and incentives can be designed to encourage start-ups to adopt CSR practices that not only fulfill legal obligations but also contribute to their CA and FP. Originality/value This study provides empirical validity to establish linkages between sustainability measures on the FP concerning start-ups that were not considered in the prior studies. Identifying the current conceptual framework and CA and Innovation as the two major factors influencing CSR in Indian enterprises is a novel contribution. This study aims to fill the research gap. By unravelling the intricate dynamics between CSR, FP and CA, the research contributes to the understanding of how start-ups can navigate the complex interplay of social responsibility and business success in the Indian context.

The objective of this paper is to identify the CSR activities, sustainable measures and its uniqueness undertaken by these industries to uplift the tribal people and its rural impact. These industries, along with the government, are promoting and funding small scale enterprises, and are taking initiatives to boost the startup ecosystem. We have used Exploratory and cross-sectional research design. We have studied sustainability in a single snapshot of the critical industries in Jharkhand. We have collected data through interviews, journals, articles, annual reports and sustainability reports. The findings reveal that innovation is a vital element for sustainable business. This study also shows the impact of sustainability measures undertaken by these industries in the development of rural Jharkhand. It further lays down a conceptual foundation model along with policy and strategy level implications.

Artificial Intelligence (AI) has the power to change the economy and lives. This paper highlights how AI can transform Corporate Social Responsibility (CSR) in India. It explores the competencies which an organization can gain by linking its socially responsible activities with AI. Unlike developed countries, AI is in a very nascent stage in India. On the other hand, it is mandatory for the organization to undertake CSR initiatives in India. Results reveal that organizations can be more efficient in their business operations if they incorporate AI technology with CSR. The amalgamation of AI and CSR can work wonders for an organization to be sustainable in India. This study tries to conceptualise AI into CSR through a theoretical model which needs further feasibility testing.

Pharmacies have hit the internet and received a warm response. Against the traditional way of buying medicines from pharmacy stores after seeking a medical advice, people are getting adapted to buying medicines online. A common practice among the druggists is to provide a substitute medicine. Customers are highly concerned and sensitive about their health. People are well aware of the fact that medicines though cure, are accompanied with major or minor side effects. Online availability of medicines has brought revolution in the health sector. Online pharmacies in India are in a nascent stage right now but have immense potential for growth. Online medicine market is growing at an exponential rate. Indian consumers are welcoming the trend of online buying of medicines. Online pharmacies provide facilities like home delivery, easy access and reminders to customers along with pocket-friendly offers. For marketers, it becomes all the more important to cater to the mindset of customers. Existing literature in the Indian context is limited to online buying of drugs by consumers without being specific to generic or non-generic. This brings forward a research gap to explore the online buying behaviour of consumers with respect to generic as well as nongeneric medicines.