The emergence of commercial firms upraised the influence of key factors, contributing to the economic development of the society. The firms were established to operate for long-term efficiency with regard to ethical principles and standards. The value of the firm is evaluated on the basis of its powerful contribution towards the betterment of the society. In order to be in line with the growing concerns, the firms have to consider the significance of Environmental, Social and Governance, to

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... eve sustainability and profitability. This paper is a conceptual paper, based on secondary sources. The study emphasizes on the best practices and initiatives that can be adopted by the firms to conform to the principles of ESG. The cases of few firms have stood a proof that they have earned remarkable brand engagement with customers, shareholders, investors by enhancing the application of ESG in its operations, whereas firms which did not comply, have gone through a rough phase with regard to successful conduct of business.