Over the years, development of mindfulness theory in consumer behavior and decision-making have garnered attention of researchers and academician. Mindfulness indicates heightened state of awareness and self-regulation advocating to be mindful of individual, social and ecological well-being. Mindfulness enforces consumer and company to co-exist in harmony and work on value co-creation with sustainable practices. The objective of the research is to analytically review the extant literature on mindfulness, to determine the gaps in literature, highlight topics or themes for future studies, and establish a research agenda. To perform review (SLR) the framework incorporated for efficient and effective review (Theories, Contexts, Characteristics and Methodology) is popularly known as TCCM Framework. In the review, upon analysis of extant literature we mentioned the findings to comprehend the theory development, differentiate the characteristics and contexts depending on the applied framework. The review findings highlight that studies on mindfulness are limited to developed economies and certain sectors. Mindfulness is a complex process and its relationship with behavioral variables relationship demand more clarity and comprehension