This chapter provides support in using a knowledge building approach as a tool for mainstreaming sustainability in business operations. Using a case of Mahindra & Mahindra Ltd, the chapter outlines the role of knowledge management, which aimed to achieve two key objectives. The first objective revolved around creating awareness and understanding of the importance of integrating sustainability drivers at the strategic, managerial and operational level. The second objective focused on adopting an “alternative thinking” approach to enable innovation and change to occur in its products and services. The approach taken by the Mahindra Group revolved around enabling a focus on sustainability to be deeply ingrained into the ethos of the organisation. As the Mahindra Group approach to sustainability finds its roots in its core values, it has been able to enmesh this further within its new brand positioning ‘Mahindra RISE’.