Conscious Entrepreneurship

Abstract

Brand authenticity and a distinguished narrative are two key ingredients for the success of a business venture, especially a new one trying to get a foothold in a market. Brand narrative is the concise, streamlined story that acts as the platform for an organization's marketing and communication. It can be leveraged as the framework to interpret and communicate the key elements of authenticity. In today's day and time, characterized by issues around sustainability, conscious consumerism, transparent governance, and social capitalism, entrepreneurial ventures often struggle to build an authentic brand narrative, which is crucial for their success and often necessary for survival. The present chapter provides a discourse on a new compelling narrative, rooted in Indian spirituality, for sustainable branding for entrepreneurial ventures – ‘conscious entrepreneurship.' The chapter highlights this novel discourse with the help of four conscious entrepreneurial ventures by analyzing their narratives available in the public domain.