<p>India produces nearly 62 million metric tons of solid waste each year, out of which nearly 70–80% is disposed of improperly, resulting in significant adverse environmental impacts. In response, there is a growing shift toward circular economy (CE) based business models, emphasizing sustainable resource utilization and waste minimization. The circular economy advocates that Indian companies have a chance to pursue both environmental sustainability and financial development by introducing waste management strategy. This research examines the potential impact of Circular Economy Practices (CEP) on brand reputation (BRR) and financial performance (FNP). A systematic questionnaire was formed as a result of the rigorous examination of the literature on CE, sustainability, and corporate performance and it was sent to 400 participants, among which are senior executives, managers, and sustainability officers of the GREENEX-listed companies that actively implement or encourage the principles of CE. Using Structural Equation Modeling (SEM), the results confirm that all three CE dimensions significantly and positively influence brand reputation Waste Reduction (<i>β</i> = 0.63), Waste Treatment (<i>β</i> = 0.61), and Waste Recycling (<i>β</i> = 0.58). Furthermore, Brand Reputation (<i>β</i> = 0.35) exerts a significant positive effect on Financial Performance, partially mediating the relationship between CEP and FNP. These findings underscore that firms with stronger CE engagement and reputational credibility experience improved financial outcomes through enhanced stakeholder trust and customer loyalty. The study highlights that circular economy adoption in India should be viewed not merely as an environmental compliance mechanism but as a strategic driver of brand differentiation and profitability. The insights offer valuable guidance to managers, investors, and policymakers seeking to align sustainability initiatives with long-term business competitiveness in emerging markets.</p>