As the environmental issues are getting worse, consumers are becoming more and more concerned in their buying approach towards green lifestyle. People have started taking initiative to reduce their impact on the environment. This concept of green marketing has just started and is still evolving. As buyers have started changing their attitudes, the business and organizations are seeing a great scope in green market industry and are looking to exploit the potential in this field to get an edge over other competitors in the market. Green marketing has emerged as a prominent concept in India as well as in different parts of the world. It is a tool to facilitate sustainable development. Green marketing concept needs to be spread all over the world. This is the responsibility of every individual at their level to protect this planet from pollution because if we don't do anything to protect it and let the things happen the way are, then we will have to face the natural calamities and disasters. Whatever we give to our nature, it give us back. Now it is up to we people that what we give to mother nature. We are polluting our environment since a long time by emitting dangerous gases into air, cutting of forest at a large scale, flowing hazardous chemical into rivers and oceans and now mother nature started giving back the gift in the form of global warming, uneven rainfall, floods, landslides etc. So, now every individual, government, companies and businesses need to take step towards protection of their environment. At the same time new opportunities have opened up in field of green products and services. This study focuses on the upcoming opportunities and challenges that businesses and organizations may have with green marketing concept. The paper also describes the reason why the businesses and organizations are adopting this green marketing concept and becoming more socially responsible. Moreover, this paper also describes the present scenario and future of green marketing in India.