The shift seems to be uneven, especially for MSMEs that make up the bulk of India’s supply chains. In this conversation, we break down what’s changing, what still isn’t, and why “green” can’t survive as a compliance chore. Nandini makes a pointed observation about the new reality: “Any business that is looking at long-term sustainability would definitely look at sustainability as core to them.” For her, the debate isn’t limited to carrot versus stick; it’s whether businesses are even seeing the full picture of climate, resource limits and social expectations. Devyani brings in the MSME perspective, and her frank assessment cuts through the noise: “Their awareness remains low, the capacity to implement changes is low, and finance is not easily accessible.” It’s a reminder that MSMEs aren’t resistant, but overwhelmed, under-funded and often left out of the conversation entirely. From buyer-supplier relationships to consumer expectations, the conversation shows how sustainability in India is shifting from a top-down directive to a ground-up negotiation. And unless policy, finance and technology move in tandem, the gap between ambition and reality will only widen.