INCOM Egypt has undergone automation in some processes where critical aspects of its operations are transformed and automated. This paper presents an overview of INCOM Egypt processes using Ould Riva and analyses the process of ‘handling a product’. It aims to demonstrate effective automation of the production of wires and cables process accompanied to Industry 4.0 while considering environmental and economic sustainability goals that were inhibited by COVID-19 restrictions. Ould’s Riva method is used to analyse the production process of wires and cables to propose improvements for automating the process. Business process modelling is utilised to study the processes for clearer understating. The flow of information within the process is also analysed to integrate the production process with other processes and supply chains, which helps to identify which production activities can be automated and mainstreamed into the information flow to achieve environmental and economic sustainability. The context of INCOM Egypt, as a case study, is presented along with the Riva model of its operations. The paper identifies the before, i.e., As-Is process, and after, i.e., To-Be Process, automation of the ‘handle a product’ process using the Role Activity Diagram (RAD). The process involved redesigning and improving different activities to increase resource-use efficiency to participate in achieving the goals of sustainability. The focus of this paper is to investigate the negative impact of COVID-19 on sustainability and to examine the accomplishments of process automation of wire production towards environmental and economic sustainability. The results of the research reveal a relationship between business process modelling and sustainability. Moreover, automation of processes (Industry 4.0) is found to reduce the negative effect of COVID-19 on production. A triangulation between process modelling, process automation (Industry 4.0), and sustainability was determined. Each one is reinforcing and impacting one another. The RAD model demonstrates that automation of the activities in the process reduces waste, time, cost, and redundant processes as factors of sustainability, which may also help to lessen the unfavorable effects of the pandemic. The results proved generalisation on other organisations in the same line of business