Corporate Sector Initiatives towards Green Marketing: A Study in Indian Context

With the alarming environmental conditions and growing concern and efforts towards various environmental issues by the government and non-government organizations, the Indian customers are now more aware and conscious towards a green lifestyle. As a result the industry has to face two challenges simultaneously: environmental safety as well as attracting and retaining the customers. In this regard, Green Marketing has emerged as an important perception in the developing as well as developed countries of the world. In India this concept gained popularity in late 1990’s. The Indian corporate sector has realized the significance of this phenomenon in order to gain a competitive edge and is heading towards products, techniques and strategies which are less detrimental to the environment in comparison to their conventional alternatives. The present conceptual study overviews the concept of green marketing. It explores the initiatives taken by few selected organizations from the Indian corporate sector towards Green Marketing as a key to sustainable development. Data has been collected from multiple sources like books, journals, websites, news papers etc. The objective of this paper is to examine the need and importance of Green marketing and concludes that it is consequential and continuously growing in both practice and demand.