Green marketing – A Theoretical study of opportunities and threats in the context of Indian market

Green becomes the buzz around the globe. This leads to the increased awareness on the topic of ecological threats and affecting the lives of everyone. Individuals are now approaching toward the green life which increases the demand of green players in the market. This is been observed that many business associations have started identifying the need of greening and started implemented the green marketing strategies in the businesses. In this era of globalization and competitive environment green marketing works as a wonder. It is helpful in developing the image of organization, attracting more consumers, avoiding the interference of government and various environment protection NGO’s and helpful in remaining the business for a long run. Instead of numerous benefits the green marketing is still in its stage of infancy in India. Through this paper an attempt is made to introduce the concept of green marketing and highlights the benefits of adopting green marketing strategies in the business. This paper also identifies the various challenges appearing in the way of implementing green marketing concept. It also examines the present scenario of green marketing in Indian market.