From Green Vision to Market Reality: Exploring Sustainable Initiatives and Challenges in India

Nibir Pratim Choudhury *

University of Science & Technology Meghalaya, Ri-Bhoi, Meghalaya – 793101, India.

*Author to whom correspondence should be addressed.


In the era of globalization and heightened environmental awareness, the relevance of green marketing has surged in India. This exploratory study investigates the evolution and significance of green marketing, shedding light on its golden rules and integration into the marketing mix. Emphasizing the imperative for sustainable green marketing, the study explores its objectives and delves into challenges faced by Indian companies. Recent data underscores the profitability of green marketing, propelled by consumer demand. A scrutiny of the Indian corporate sector reveals noteworthy green initiatives by key players such as H.C.L., O.N.G.C., Kansai Nerolac, Wipro, I.T.C., Tata, and Godrej. Challenges encountered include conveying new environmental concepts, managing costs, and gaining stakeholder cooperation. The study advocates aligning marketing practices with environmental considerations for holistic, eco-friendly approaches fostering sustainable growth in both business and the environment.

Keywords: Corporate social responsibility, environmental issues, green marketing evolution, Indian corporate sector, green marketing challenges, sustainable development

How to Cite

Choudhury, N. P. (2024). From Green Vision to Market Reality: Exploring Sustainable Initiatives and Challenges in India. Advances in Research, 25(3), 30–39.


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