Green Marketing refers to the marketing of products and services considered environmentally friendly that make their marketers environmentally responsible. It refers to the process of selling products and/or services based on their environmental benefits. Over the years there has been a paradigm shift in consumer taste, preference and awareness from the "pollution consciousness" of the 80 s to an "environment consciousness" of the present decade. Naturally to catch the bandwagon of change in the consumer tastes and choice and to be on the correct side of the fence in regard to the society and government regulations, companies have taken initiatives which had lead to heightened environment consciousness and responsiveness. It also has augmented the image of the companies in the consumer psyche by supplying products and services which has promoted sustainability. This paper discusses initially the terms and concepts of green marketing , the sustainability aspect of green marketing in view of challenges that it faces in targeting the `green audience The paper also examines the current movement of trends of green marketing in India and tries to understand how important is sustainable development in view of present challenges in the Indian perspective. It also describes the reason why companies are moving towards a greener presentation of image and products and concludes that green marketing is here to stay and grow to the next phase of development.