Concept of green marketing in India

Green Marketing refers to the holistic marketing concept wherein the production, marketing, utilization and dumping of products and services happen in a manner that is less damaging to the environment. Green marketing is gaining popularity day by day. It is the new buzzword in the marketing. The world is going Green and so are the companies. Now going green has become the new success mantra in marketing to differentiate the products and services from their competition. It has also become a platform for innovation. Now, more and more organisations are trying to follow the green path either directly or indirectly. Green marketing is a phenomenon which has developed particular important in the modern market, it involves developing and promoting products and services that satisfy customer's want and need for quality, performance, affordable pricing and convenience without having a deter mental input on the environment. The development of green marketing has opened the doors of opportunity for companies to co-brand their products into separate line. This paper deals with the concept of green marketing and its importance for the companies. It highlights the Challenges for green marketing in India. The paper also examines the present trends of green marketing in India and describes about Top Indian Companies adoptinggreen marketing practices.