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PurposeIn a highly competitive and globalised era, agile organisations proactively steer towards sustainability. This situation persuaded the organisations to align Quality Management (QM) initiatives to achieve sustainable outcomes. This study aims to explore quality-sustainability linkage, explicitly focusing on attaining the prestigious IAQ Quality Sustainability Award. Further it investigates, the impact of QM as a strategy for promoting sustainability to meet sustainable development goals (SDGs).Design/methodology/approachDue to the lack of substantial literature connecting QM to sustainability, the current research adopted an explanatory multiple-case study. Six cases were purposively chosen for the study. Three cases of those who have achieved the prestigious IAQ Quality Sustainability Award and remaining have been selected that have fallen short of receiving the award. A detailed within-case and cross-case examinations involving six cases that reported their QM achievements aligned with SDGs.FindingsThe findings demonstrate the significant role of QM adoption in achieving positive results from the perspective of SDGs, such as reduced environmental impacts, improved operational efficiency and enhanced quality of life. Effective stakeholder collaboration, proficiency in analytical tools and strategic alignment with SDGs emerged as critical success factors. Conversely, weak linkage with sustainability and unclear approaches were crucial challenges in attaining the IAQ Quality Sustainability Award.Research limitations/implicationsThis paper outlines essential commandments for organisations actively seeking to promote sustainability. It offers valuable insights for decision-makers, facilitating a profound understanding of the challenges and opportunities in pursuing sustainable performance.Originality/valueThe distinctive nature of this study lies in its dedicated exploration of the intricate relationship between QM deployment and its true impact on the achievement of the SDGs.