"EMERGING OPPORTUNITIES AND CHALLENGES OF GREEN MARKETING IN INDIA".

With an increase in green consumerism and with corporate environmentalism, companies have started making use of green marketing strategies and techniques. In India too, environmentalism has started gaining ground. A number of environmental laws have been promulgated in the country to prevent environmental degradation. Both government and non- government organisations have floated green campaigns to combat the ever increasing problems of pollution and fast depletion of natural resources. The development of green marketing has opened the door of opportunity for companies to cobrand their products into separate line; such marketing techniques will be explained as a direct result of movement in the minds of the consumer market. As a result of this businesses have increased their rate of targeting consumers who are concerned about the environment. Green marketing is still in its infancy and a lot of research is to be done on green marketing to fully explore its potentials. The present paper provides an overview of the green marketing concept, identifies opportunities and challenges hindering the adoption of the green marketing construct. The study concludes that green marketing is something that is continuously growing in both practice and demand. [ABSTRACT FROM AUTHOR]