We explore the role of sustainability in entrepreneurship from the perspective of the global south. In particular, we focus on the Indian subcontinent to describe the sustainability philosophy that is rooted in ancient values of Sanathan Dharma and its modern manifestation in terms of the way of life, values and entrepreneurial orientation. While sustainability appears to be a relatively recent phenomenon in the global north, with efforts made to inculcate it within business practices and increase awareness with the 3 Rs of reduce, reuse, recycle, we posit that these ideas are not new to the global south, particularly in India. We explain that the principles of sustainability have long been echoed within the ethos of Sanathan philosophy and are visible in business practice. We elaborate on “jugaad” or the unique frugal innovation of sustainable entrepreneurship in India, and present illustrative cases of sustainability being actively practiced by firms in the present time.