There is an increasing trend among companies around the world to invest in sustainability. Such sustainability initiatives are not entirely because of the “responsibility factor” and involves other incentives too. Strictly from the economics perspective, companies being profit maximizing agents would only invest in such initiatives if they are able to see potential positives for their profits. There are sufficient evidences (reports and literature) to show customers becoming more and more “green” sensitive while making their purchasing decisions. It is therefore relevant from an academic point of view to study the actions and the inherent incentives of companies making sustainability investments.