Today world marketers are facing a challenge to fulfill requirements and preferences of customers as well as to keep environment safe and hazard free. As concern of customers is increasing day by day regarding their environment and addressing various environmental issues is need of hour. Impact of global warming, environmental pollution etc poses various challenges to environmental demographics that are leading towards increase in world temperature. To facilitate sustainable development,

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... of developing and developed nations are coming with new strategies to keep environment safe and pollution free. One of such strategies is green marketing, a new concept in world markets that will help in sustainable development of nations. This research paper will emphasize on various issues related to green marketing and will also highlight several practices of green marketing. Paper will also throw light on current Indian market practices and opportunities from green marketing practices and procedures. This aim of this research paper is also to discuss impact of green marketing practices on performance of companies and why should companies adopt practices of green marketing. Demand of green marketing will increase in future as companies owe towards nature besides achieving profit maximization objective.