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PurposeThis study investigates the alignment of quality management (QM) practices with sustainability dimensions to achieve the United Nations Sustainable Development Goals (UNSDGs) in Indian industries. The study investigates how these industries utilise QM tools to advance sustainability, mainly focusing on environmental, social, governance, economic and operational sustainability.Design/methodology/approachA multiple-case study approach was employed, analysing 41 case studies submitted to the International Academy for Quality (IAQ) for the Quality Sustainability Award. The data were collected from various Indian industries and analysed through within-case and cross-case comparisons, focusing on applying QM practices and their alignment with sustainability dimensions. The research methodology utilised both qualitative and quantitative analysis techniques.FindingsThe findings reveal that industries predominantly use Six Sigma, lean tools, PDCA and root cause analysis (RCA) to address operational and environmental challenges. The most frequently addressed UNSDGs include Goal 12 (Responsible Consumption and Production), Goal 9 (Industry Innovation and Infrastructure) and Goal 13 (Climate Action). Significant improvements were observed in defect reduction, energy efficiency and cost management. However, the study also highlights gaps in addressing social sustainability, particularly in areas like diversity and inclusion.Practical implicationsThis research provides practitioners with insights on aligning QM tools with sustainability initiatives to ensure operational excellence while addressing environmental and social challenges. For policymakers, the study highlights the need for regulatory frameworks supporting UNSDGs through QM, emphasising social responsibility mandates. At the same time, academicians can leverage the findings to explore new QM-based sustainability models.Originality/valueThis research contributes uniquely to the literature by conducting a cross-sectoral analysis within a consistent regulatory environment in India. Unlike multinational studies where legal and regulatory variations can affect comparability, this study provides a controlled context that enhances the reliability of cross-sector comparisons. This allows for clearer insights into implementing QM practices to achieve sustainability across various sectors. Additionally, the study highlights the role of advanced technologies in enhancing operational efficiency and sustainability while identifying areas for improvement, such as the broader adoption of I4.0 (Industry 4.0) tools and a more balanced focus on social sustainability.