Sustainability assists organisations to attain competitive edges through enhanced ecological, financial and societal performances of their entire supply chains. The adoption of sustainability is usually difficult for the organisations, especially in a developing nation, such as India due to the existence of various significant factors related to finance, management, government regulations etc. The present paper uncovers the Critical Success Factors (CSFs) for effective adoption of sustainability initiatives in the supply chain in Indian context. Fifteen CSFs for the successful adoption of sustainability initiatives were identified and finalised firstly from the literature and followed by expert inputs. A methodology based on Grey-Decision Making Trial and Evaluation Laboratory (DEMATEL) was used to envisage the organisation of complex causal relationships between the recognised CSFs. "Government Legalisation" has been found to be the most influential factor and "Community Welfare and Development" is most easily influenced factor. A multiple case example of three automotive companies operating in India is conducted. This work proposes a decision framework to assist managers in revealing the interactive relations among sustainability oriented CSFs in the supply chain. To the end, some important policy measures and recommendations are proposed to help practicing managers and government bodies to adopt and effectively manage the concepts of sustainability oriented supply chains in India.