This article discusses the phases of growth of green marketing, meaning and reasons for the existence of green marketing, strategies for the development of green marketing, its remarkable achievements and India's initiatives in this regard.

Green and clean environment is the key for the growth and sustainable development of a country. This is the basic reason behind the increasing awareness and consciousness about the word `green' which is used as a symbol of `eco-friendly' products. Nowadays, corporate uses the word `Green' in marketing communication, such as green consumers, green products, green supply chains, green retailing, green advertising and many more. All these words emphasize the pro-environmental aspects of the products and services of their organizations.

Green marketing began in Europe in the early 1980s when certain products were identified as being harmful to the earth's atmosphere. Over the years, Green Marketing has gained importance in the business world due the consumers' increasing conscious-ness about the natural environment and limited resources on the earth. In this regard, businesses are implementing green marketing measures to save the earth's resources in production and packaging, and in this manner they are trying to boost their credibility also.

Advertising Express Magazine, Green Marketing, Marketing Communication, Ecological Green Marketing, Green Developments, Green Consumer Segments, American Marketing Association, Government Regulations, Environmental Resources, Marketing Tools, Production Processes, Environmental Non-Government Organizations, Educational Internet Sites, Pollution-Prevention Programs, Indian Renewable Energy Development Agency Limited.