ABSTRACT
Sustainable entrepreneurship is increasingly seen as a critical lever for addressing pressing environmental challenges while advancing social welfare and economic growth. In the context of key sectors like RE, transport, waste management, sustainability-driven entrepreneurs are not just businessmen; they are key agents of change, capable of reshaping production and consumption behaviour. Understanding the opportunities and challenges faced by these entrepreneurs is crucial – not only to foster a conducive ecosystem for them but also to inform the broader transformation to sustainable energy systems by better tailoring policies, support mechanisms, and market structures. This is central to achieving national and subnational decarbonisation and development goals. This chapter, therefore, focuses on the complex journey of sustainability-oriented entrepreneurs in India, particularly in the state of Gujarat, which is a frontrunner among Indian states contributing significantly to the total RE mix. Here, based on empirical evidence collected through personal interviews with firm owners and managers, we examine the developmental trajectories of Micro, Small, and Medium Enterprises (MSMEs) as they initiate, expand, and adapt their RE ventures. This analysis provides insights into the strategic choices, adaptive processes, and challenges these enterprises encounter while striving to establish a foothold in this evolving sector.
