Businesses today face very complicated challenges. One among those challenges is to maintain high standards o f competitiveness in a sustainable environment. Discourses related to sustainable businesses in a competitive environment are gaining prominence in the context o f global warming, climate change and hazardous waste management. In this context, it is also being argued that firms going the ‘green 'way have a competitive advantage over its 'non-green ’ counteiparts. Today, be it a fad or by principle, green initiatives are inherent part o f many business firms. Taking the hospitality sector o f Kerala, this paper attempts to analyse how firms with a green advantage are able to ensure sustainable business in a competitive manner.