There are prominent concerns arising from the impact business practices are posing to the environment, particularly due to climate change, scarcity of resources, and social responsibility. The main objective of the research was to assess the strategies firms can use to incorporate sustainability in their supply chain practices while maintaining their financial viability. The study applied a qualitative approach to find out the sustainability practices companies apply in their supply chain process. The data collection techniques applied included semi-structured interviews with 20 participants from diverse organizations. The study also used focus groups comprising of 5 participants for dynamic discussions and peer-to-peer learning. Themes were developed from the group interviews and focus groups that helped to draw conclusions from the study. The key findings from the research are as follows: First, regulatory restrictions are the major driving force towards sustainability. Secondly, consumers show high affinity towards products offered by sustainable organizations. Third, lack of awareness is the main reason why some organizations have not incorporated sustainability into their supply chain. The fourth finding is that the circular economy leads to significant reduction in wastes, hence supply chain sustainability. Incidentally, the study finds out that supply chain sustainability cuts costs for organizations.The research findings validate the importance of supply chain sustainability in enhancing financial performance of companies, boosting brand reputation, and increasing consumer loyalty and retention.

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