Purpose: The purpose of this paper is to propose a new framework to evaluate the sustainability of product at design and development phase in the modern manufacturing system. Design/methodology/approach: A detailed examination over the literatures reveals that the current frameworks that are available to measure overall product sustainability do not effectively address all aspects of sustainability to full extent. An integrated model encompassing the approaches such as environmentally conscious quality function deployment (ECQFD), life cycle assessment (LCA) and sustainability analysis has been proposed. Findings: The eco-friendly option as well as the component with high remanufacturing feasibility has been found. Also, the environmental impact of the component has been found. Research limitations/implications: The integrated model has been test implemented in a single manufacturing organisation. In future, more number of studies could be conducted to ensure the practical feasibility. Practical implications: The integrated model has been applied to an Indian organization manufacturing automotive assemblies. The case study also addresses the re-manufacturing feasibility of the product with validating the results at each step. Originality/value: The study is the outcome of deploying integrated sustainability framework model in a manufacturing organisation. Hence, the contributions and findings are original. © Emerald Group Publishing Limited.