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Sustainability may be defined as a concept that activates the inner sense of individuals, companies and societies to initiate, promote and sustain practices to protect and enhance the human and natural resources needed by future generations to enjoy a quality of life equal to or greater than our own. To translate this vision into action, it takes time, efforts and sincere leadership and managerial commitments towards sustainable global development. Therefore, the role of business schools is critical in generating a work force to cater to such needs. The purpose of this paper is to focus on the top business schools in India which promote sustainability issues, exploring the challenges of incorporating sustainability in the business curriculum and practices developed by leading professors and business schools to address these issues.

A sample of 35 faculty members from 17 leading business schools of India forms the basis of this research. Data were collected through on‐line questionnaires, telephone interviews and in‐depth exploration of teaching plans and course materials.

The findings highlight the importance of sustainability issues within the business curriculum and the value of integrated case studies which provide a wider perspective to students. Faculty members face serious challenges in the conflict between monetary and sustainability orientations of the curriculum, maintaining students' interest, applying new pedagogical tools effectively, and including considerations of social costs and quality of life.

This paper contributes to existing knowledge about the practical challenges of designing and teaching sustainability issues through integrated courses. It also explores the effectiveness of innovative pedagogical tools to address such issues.