Sustainability principle in business process and all aspects of business is becoming more crucial due to increasing social and environmental problems. The implementation of the Sustainability principle can influence the business prospect to become sustainable. The benefits of applying sustainability into core business are improving compliance with the law, improving company relationships with stakeholders, increasing brand reputation, and improving innovation. There are many ways in applying sustainability into the core business, one of them is by generating sustainability reports. An international standard for sustainability reporting in business is GRI Standard. The GRI Standard provides a systematic approach for the companies to report their performance on sustainability’s social, environmental, and economic dimensions. This research aims to analyze GRI standard implementation in entrepreneurship students’ new Micro Small and Medium enterprises (MSMEs) in Bandung, Indonesia. This study uses a qualitative analysis method to analyze 30 students’ business reports from 6 to 12 months. The data analysis shows that the implementation of GRI is on a minimum scale. We concluded that some entrepreneurial firms are concerned with environmental sustainability. However, the business process assessment shows that most of the business still uses a traditional business perspective that has not yet involved sustainability considerations. The research is essential to give a new view of implementing GRI standards in new business or entrepreneurial firms in West Java that have never been made before.