Green marketing is the marketing of products that are presumed to be environmentally safe. Green marketing incorporates a broad range of activities, including product modification, changes to the production process, packaging changes, as well as modifying advertising. This concept has enabled for the re-marketing and packaging of existing products which already adhere to such guidelines. All the countries are taking necessary steps to implement the environmentally friendly products to save the earth. This research paper discusses how businesses have increased their rate of targeting green consumers, those who are concerned about the environment and allow it to affect their purchasing decisions. This paper also examines the present trends of green marketing in India, explores the challenges and opportunities businesses have with green marketing.