Innovative Practices in Green Marketing: A way to make Indian Business Sustainable

In recent times, with drastic climatic changes, we have become more conscious towards environment. Not only our lifestyle, taste and preferences have changed immensely, but, also our working style, products, production process, promotional strategies etc have also altered. All over the world, business organisations have become more sensitive towards wellbeing of the society and are trying their best to minimise their detrimental impact on environment. This increased environmental consciousness has leads to Green revolution which has made organisations realise the needs and importance of going green. Business organisations start adopting more innovative marketing tools and techniques to make their business grow and sustain. As a part of this revolution, the concept of Green Marketing was introduced in late 1900’s. Green marketing is a go green concept, in which business organisations are required to be eco-friendly and adopt innovative green practices like green pricing, green logistic, sustainable design, transparency, etc, which help in strengthening organisational efficiency and core competencies. This paper is an attempt to understand the relationship between green marketing innovations and sustainability of India business organisations. It is a review paper which highlights the significances of innovative green practices in growth, prosperity and sustainability of organisations. Green marketing is a part of marketing activities, which, covers broad rang