The widespread adoption of social media enables female entrepreneurs to leverage innovative tools and strategies, fostering the development of sustainable business practices. The present study analyses how the female entrepreneurs in Kerala utilize social media (SM) in promoting sustainable innovations in their business activities. Research investigates how social media affects sustainable business practices among women entrepreneurs in Kerala, with the focus of four key variables: idea generation, customer connectivity, collaboration, and sustainable outcomes. This study aims to fills the gap by exploring how women use social media for entrepreneurial practices and adoption of sustainable outcomes. This study used a structured questionnaire to collects data from women entrepreneurs in Kerala. The variables including frequency of idea generation through social media, customer or stakeholders’ collaborations and the adoption of sustainable practices influenced by digital platforms are observed. To ensure the participation of entrepreneurs actively using social media for innovation, purposive sampling techniques were employed. The hypotheses were tested using the statistical tools like chi-square, correlation and regression analysis, providing empirical evidence on impact of SM usage among Kerala’s women entrepreneurs. The study emphasizes the significance of social networking platforms in encouraging innovative methods that contribute to sustainability via three major variables. The findings suggest practical implications for policyholders, entrepreneurs and researchers. The research adds existing corpuses of research on digital entrepreneurship and sustainability focusing on how social media improve sustainable practices.