Environmentally-responsible or "green" marketing is a business practice that takes into account consumer concerns about promoting preservation and conservation of the natural environment. The entire world is facing one single question to be answered, “Who is responsible for all environmental issues occurring today.” The answer is “We–The Civilisation”. Increasing awareness on the various environmental problems has led a shift in the way consumers go about their life and world-wide evidences prove us that people have become more concerned about the environment and changing their behaviour accordingly which has made the entire world to take up the policy “go green”. Organisations and business have however seen this change in consumer attitudes and are trying to meet the market competition which has led to the sustainable growth of green marketing. The current study will throw light on the concept of Green Marketing and looks into the various reasons for adopting it. The paper also reviews various eco-friendly products in the market made available by the Indian Companies and attempts to analyse the challenges in green marketing.