This paper presents a framework for developing sustainable products that can be effectively marketed in emerging markets (EMs). The TRACER model addresses a critical gap in the sustainability marketing literature: the need for product development approaches that enable successful sustainability marketing in EMs while accounting for their unique institutional, cultural, and economic contexts. Current frameworks often fail to integrate marketing considerations with sustainability objectives, leading to products that either do not meet market demands or fall short of sustainability goals. The TRACER (transformation, realignment, action, calibration, evaluation, refinement) model synthesizes insights from systems theory, marketing principles, and sustainability research to provide a structured yet adaptive pathway for developing marketable, sustainable products. The framework contributes to sustainability marketing theory and practice by (1) integrating marketing considerations throughout the development process, (2) offering strategies to navigate institutional voids, (3) incorporating frugal innovation principles to ensure market viability, and (4) emphasizing continuous adaptation to dynamic market conditions. This conceptual framework advances our understanding of how product development enables effective sustainability marketing in emerging economies.