Abstract Green marketing refers to the marketing of products and services that are environmental friendly and incorporates broad range of other activities like product modification, alteration in the production process, sustainable packaging and advertising. Green marketing, environmental marketing and eco-marketing are the new marketing concepts which not only develop and enhance current marketing practices but also challenges to move towards sustainable practices. Marketing of green products offers lots of benefits for a marketer as it built good public image, green is cool as it leads to sustainable development, leads to transparent production practices by the firm. Green marketing poses lots of challenges as it make its difficult and costly for the firm to go for sales and promotion of greener products. In today’s time generation have become more conscious about environment and they prefer to buy environment friendly products. In this paper an attempt has been to study the concept of green marketing, why the firms going green, challenges of going of green and the study of few selected companies who have gone green in the recent years. It has been found that the concept of green marketing has been given due consideration by the markter.