CHALLENGES FOR AGRICULTURE INDUSTRY COMPANIES IN INDIA TO CREATE A SUSTAINABLE BUSINESS MODEL

This article explores sustainable business models in Indian agriculture, assessing sustainability levels through interviews and case studies. Findings show that companies primarily focus on profit creation, with low social and ecological sustainability. However, integrating sustainability elements leads to higher profitability and productivity. The study concludes that while Indian agriculture companies have not prioritized social and environmental aspects, they are increasingly adopting sustainability due to pressure from stakeholders, consumers, and the government.