Increasing environmental problems has led to switch over to the consumption of green products instead of non-green products. The consumers have becoming increasingly aware of their environment as a result of which the demand for green products has increased. The companies are also finding this change in demand and thus adopting the green marketing so as to minimize the harmful impact on the environment. The companies have to meet these double challenges, one in the form of satisfying customers and other in the form of causing less harm to the environment. The concept of green marketing has also emerged in India and has gained relevance. The Indian companies are also taking initiative going green. The present paper studies that why green marketing is important and explores the challenges in adopting green marketing.