Abstract This Paper examines the notion of Green marketing and the challenges which are associated with different aspects of green marketing in the present Scenario. This world has witnessed much focus on economic progress but has also neglected environmental issues .This negligence today has led to huge losses in terms of climate change, biodiversity, environmental, degradation, rising green house gases, Loss of forests & water resources and so forth. This degrading situation of the environment has led to call by the society for taking responsibility to safe guard the planet. The Corporate , thus have shifted their focus from the single bottom line, that is , profit to the wider approach of “ Triple bottom line” in lieu of achieving economic, social and environmental performance simultaneously for attaining sustainable development Today. Every sector of the world economy is talking about their approach of the environment. This paper aimed at finding out the various initiatives taken by industries to protect the natural environment and bring about sustainable development in the society.