The term Green Marketing is the catchword used in industry which is used to describe business activities that attempts to reduce the negative effect of the products/services offered by the business to make it environmentally friendly. Basically, green marketing concerns with three aspects: Promotion of production and consummation of pure/quality products; fair and just dealing with customers and society; and protection of ecological environment. Green marketing emphases on protection of long-term welfare of consumers and society by production and use of pure, useful, and high quality products without any adverse effect on the environment. This conceptual study discusses the concepts of Green marketing and points out the challenges before green marketing initiators. Further an attempt is made to study the implementation of Green marketing initiatives in India. The study concludes that the business entities necessarily need to change their mind set from traditional marketing strategies to green marketing strategies in order to survive in the green competitive world and to have a positive impact on the environment through green marketing elements.