ABSTRACT Rising consciousness regarding environmental problems has led to socially responsible consumers, corporate as well as government. People have become aware about issues facing our environment and they demand eco-friendly products and services. This has brought a revolution in the field of marketing. Marketers have moved beyond traditional marketing practices and provide products and services which cause least possible harm to the environment while also meeting the needs and demands of the consumers. This phenomenon is termed as Green marketing. It refers to the planning, development and promotion of the products or services that satisfy the needs of consumers without affecting environment. This paper attempts to understand what does the term ‘green marketing’ entail, explain why it has garnered importance in the modern era and its current status in India. The research is exclusively explorative in nature. It is chiefly based on the secondary sources of information collected from websites, Journals and other information available in public domain.