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Theft is a crime. And theft of our next generations future would someday be a crime, an interesting statement that slipped out during a green-savvy CEOs speech, that paused me and stimulated me to try and understand the implications of sustenance, technology and innovation. I have been familiarized with pressing concern for gaining knowledge and application of sustainability in the organization I worked. Sustainability is entirely a new jargon in business context for many of the low level employees. All we got to see is a range of placards, wall papers, knowledge transfer sessions, quizzes which ultimately left a grey area on what exactly companies are doing so as to become sustainable? Sustainability had always been the responsibility of management rather than company as a whole which in reality is otherwise. But what exactly is sustainable innovation? Is it entirely related to environment? Whats the role of technology in achieving sustainability? And above all, is sustainable environment a path breaker or useless and unprofitable strategy? Lets analyze these questions in all aspects. Sustainable practices involve the help of innovation and technology to keep a company competent and surviving even during scarcity of resources. Well, this is a very basic understanding of sustainability. Different people perceive sustainability in different aspects. For some its innovation in practices, methods, technologies and business models to sustain in scarce environmental resources and for others, its competence, leading and making profits and for some others its just a compliance and overhead. But thanks to the competition and flattening business scenario of the world, where companies, in their own perceived ways, adapting sustainable innovation practices so as to keep them updated with technology and innovation which ultimately result in optimal usage of scare environmental resources. But the road is not all clear. One still has thorns to surpass. Adapting sustainability practices in real terms include huge investments, restructuring, high level of innovation and complete revamp of technology, which is conceived as threat to the existence of even big corporate houses. They are worried about their profit margins and the success of sustainable innovation practices in near future. In this era of completely profit driven business scenario, apart from government and environment activists, hardly anyone is cautious about a sustainable vision. However, as they rightly say, there is always a way to create an opportunity out of nothing. Some innovative companies dared to think beyond profits and converted the sustainable compliance as an opportunity. The Environmental Impact (EI) is popularly known to be related to population (P), affluence (A), technology (T) as EI = P x A x T.