Marketing is about informing the prospective customers regarding the product or service offered by various tools. Marketers are finding new challenges, opportunities and threats in terms of dynamic changing environment. A number of strategies are devised to beat competition, face governmental intervention, to acquire larger market share and to stay in business by modern firms. Green marketing is a strategy not only desirable with time but also the result of environmental pressure on the marketers to safeguard natural physical environment by creating products which are environment- friendly. The processes involved, raw materials used in production also need to be monitored. Waste management is significant along with energy consumption, and use of bio-degradable packaging material. The present paper is analytical descriptive study and aims at evaluating green marketing as a sustainable strategy for Indian firms in the long run which is based on case study method. The paper also seeks to conceptualize the philosophy and understand its significance in the wake of continuous degradation of our natural environment. Going green is the need of the hour.