Paper Title


Abstract
Going Green is a campaign that has recently become very popular among Indian consumers due to increased awareness of various environmental problems. Indian buyers are increasingly leaning towards environmentally friendly products; thus, the corporate sector has been compelled to adjust its strategy to meet the evolving demands of Indian customers. Green marketing is a phenomenon which is being adopted by many Indian companies. And, India, being a rapidly developing country, faces numerous challenges in adopting Green Marketing practices. This review paper offers a thorough examination of green marketing practices within the Indian business landscape. The paper looks into existing literature to provide insight into the evolution of green marketing in India, including the adoption of new and innovative techniques, environmentally friendly products, and green branding. Data has been collected from various reports, in addition to books, journals, websites and newspapers. By analysing case studies and empirical research, this paper identifies emerging trends, challenges, and future directions for green marketing in India. Keywords - environmentally friendly, green practices, green products, recyclable, sustainability.