Over the last few years, green marketing has evolved beyond the bounds of traditional marketing due to the rising environmental concerns that have significantly impacted business operations and consumer expectations, paving the way for the emergence of green marketing as a key business strategy. Businesses are now supposed to exhibit their dedication and commitment towards sustainability through responsible practices inclusive of green marketing. Conventionally, green marketing is referred to the process of promotion of goods and services grounded by their environmental benefits. The present research paper focuses on recent trends in green marketing, role of government in formulating various policies for boosting green marketing in India and to bring out the challenges faced by the firms while adopting green marketing.