Entrepreneurship and Startups in Sustainable Development: Recent Trends and Challenges in India

This study aims to explore how entrepreneurship and startups contribute to sustainable development in India, by identifying recent trends, challenges, and developing a conceptual framework to guide future sustainability-driven ventures. A literature review method analysed academic articles from 2017 to 2024, sourced from Google Scholar and Semantic Scholar. Inclusion criteria were peer-reviewed English journal articles focused on entrepreneurship, startups, and sustainability, excluding studies lacking methodological rigor. Data were organized into key themes, and insights were synthesized to comprehensively understand the challenges faced by sustainability-focused startups in India. The study identifies critical challenges such as limited financing due to investor hesitancy, complex regulatory environments, a shortage of skilled professionals in sustainability, stiff competition from traditional businesses, and the disruptive impact of the COVID-19 pandemic. These factors create a challenging environment for scaling sustainable business models. Startups should demonstrate the impact of their sustainable initiatives to build investor confidence. Policymakers need to streamline regulations and invest in infrastructure, while entrepreneurship education should emphasize sustainability. Startups must develop strategies to compete with traditional businesses. This study contributes to the literature on sustainable entrepreneurship, offering insights into the challenges faced by sustainability-driven startups in India and providing recommendations for overcoming these barriers.