Income generation activities have been acquainted among public higher education institutions (HEIs) in Malaysia. Various factors that brought to insufficient of funding caused Higher Education Institutions(HEIs) to seek for additional income as to support the operation expenses. Financial sustainability issues made up the significant impact towards HEIs. Through the different instruments adopted by HEI, perhaps academic staffs are one of the parties that in charge of the income generation at universities. This research employed qualitative method by conducting interviews as a medium to provide insights to researcher. Then, the interviews data are analysed using the Interactive Model. The results pointed out that the main income generation activities originated from the research and consultancy whilst commercialization contributed the most significant income towards university. As a conclusion, the income which generated by the academic staffs is at upmost important to the development and sustainability of a university. Perhaps this research is significant to those who are concerning on the issues of income generating activities arisen among academic staffs. Through the results gained, certain parties may get known to the root of problems and then, solve it. It will eventually help the university to get a better way in order to attain the optimal results in income generation.