Till date we have been discussing Net profit and (Return on Investment) ROI. Why don’t we talk about “Shubh-Labh” (Goodness & benefit)? This implies that individual and corporate actions should be driven by the criterion of the overall benefit of the society. India ought to spread the relevance of Indian ethos, which laid down our milestones of success. Out of many ethos, ethical profits or “shubha labha” is one of the important notions and has been used by Indians from thousands of years. More research on this topic is invited.