author(s)
Meenakshi Thakur

abstract
Global warming is one of the most critical threats faced by individuals and society at large. The world is now more concerned with environmental protection. Society and people are moving forward to new technologies and innovation, demanding eco-friendly products. An effort to explain the concept, need and significance of Green Marketing has been made. The present Indian Market scenario is also defined in this paper and discusses the challenges of Green Marketing. The data was obtained from different sources, such as newspapers, research papers, books, websites etc. Green Marketing helps organisations and consumers differently. The use of green products helps to preserve our surroundings.