Sustainability and innovation are becoming increasingly intertwined as businesses shift towards environmentally conscious practices. Startups play a critical role in fostering sustainable innovation, leveraging cutting-edge technology, novel business models and eco-friendly solutions to address global environmental challenges. This paper explores how startups are driving the green revolution in business through sustainable innovation. It examines key factors that enable startups to integrate sustainability into their core operations, including government policies, market demand and technological advancements. The study also highlights various challenges faced by startups in implementing green initiatives, such as financial constraints and scalability issues.