With the urge for manufacturing efficiency and waste reduction, sustainable business practice has evolved over last few decades as an aspiration for many industries. Despite constant attention on 'sustainability' it is still unclear on how exactly the tyre manufacturers could holistically embed sustainability measures to their business operations. This paper provides pathways and measure to achieve cost effectiveness drawing on findings from an in-depth case study in the Sri Lankan tyre industry. The findings of this paper will guide industrial practitioners to adopt sustainability measures in their business and optimise environmental outcomes on their business efforts and expenditure.