Many governments focus on enforcing sustainability in production and consumption in countries through environment-related restrictions rules and innovative practices innovative practices. These pressurize consumers to adopt green practice sand drive organizations toward a strategic structure of eco-innovation capabilities. Government subsidies and environmental certification programs, insisting on eco labelling of products are some such steps towards sustainability and achieving UNSDG 12. This paper critically assesses the eco labelling program of India and enumerates the reasons why the Indian eco label Ecomark has no taken off in spite of being launched more than thirty years ago This has been done by analysing the literature, the studies in many countries mostly in recent years tell a lot about the usefulness of th eco labels, their impact on consumer behaviour and also why and how the eco labels have been performing in various countries.

KEYWORDS: Eco-Labels, Ecolabel, Ecomark, Consumer Behaviour, Green Consumption.