The banking industry in India has witnessed a profound shift towards customer-centric activities, emphasizing the importance of managing and retaining customers. Electronic Customer Relationship Management (e-CRM) has emerged as a pivotal strategy for banks to meet customer needs and enhance satisfaction in the digital era. This paper explores the concept of Sustainable e-CRM, which integrates environmental and social considerations into customer relationship management strategies. By aligning e-CRM practices with sustainability goals, banks can mitigate environmental impacts, foster social responsibility, and build long-term relationships with customers. The study investigates the adoption, drivers, challenges, and best practices of sustainable e-CRM in Indian banking, aiming to contribute to knowledge in this field. Furthermore, it examines the impact of sustainable e-CRM on customer satisfaction, loyalty, and business performance, offering insights for banking institutions navigating digital transformation and sustainability imperatives. The research highlights the importance of balancing economic growth with environmental protection and social responsibility to ensure the long-term viability and resilience of the banking sector in India.