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Abstract
Green marketing is a phenomenon which is developed in the modern market. It has been seen the people are moving towards eco-friendly products. Organizations’ and company have seen this change in consumer attitude and trying to gain competitive market by exploring the concept of Green marketing. In this research paper, main focus is on Concept, Need, Importance, Challenges and Opportunities of Green Marketing. Data has been collected from websites, books, Journals etc., The paper describes the concept of Green marketing, Green Products and Green Brands in India.