International journal of Business & Management

Human activities are affecting the environment in which we all are living. At the same time environmental activities are also influencing human life. Environment pollution, deforestation, global warming, etc... are results of human activities. Society becomes more concerned for the protection or natural environment, businesses have shown concern for the same as part of its social responsibility. Terms like "Green Marketing" and "Environment Marketing" has given new directions to the business of tomorrow and became lifeblood for the businesses. Go Green, Environment Friendly, Environment protection, Protecting our Earth, save Energy' and many more have become buzz phenomenon in today's business environment. In modern era of Globalization, it has become important and challenging also to keep our natural environment safe. Green Marketing has emerged itself as conceptual and sustainable tool for industries to balance their business activities with mindset of protection of our natural environment. It's a fact that no company can ignore the importance of natural environment' Even more than that many of companies have used Green Marketing strategies as Competitive Advantage over their competitors by offering recyclable, renewable, and. reusable differentiated products to their customers. This paper aims to find out how green marketing strategies have become sustainable tool for business of tomorrow especially in Indian context. It explores how.-business firms are developing competitive advantage over their competitors by using green strategies. The paper describes the current scenario of Indian market and explores the opportunities and challenge businesses have with green marketing.