Green marketing is a phenomenon which has developed particular important in the modern market. It is a vital constituent of the holistic marketing concept today. It is particularly applicable to those businesses that are directly dependent on the physical environment. Changes in the physical environment may pose a threat to all the concerned industries. Consequently new types of products were created, called "green" products, which would cause less damage to the environment. Thus green marketing plays an important role to promote the idea of environmental protection and sustainable development both in the minds of the customer and the marketers.

Today People around the world are becoming more aware of the environmental stresses. Social movements, media are also nowadays enhancing consumer's attention towards the environmental effects a product may have. To cope with these changes in the society, marketers have adopted green marketing concept in order to sustain in the market. This paper will attempt to introduce the concept of green marketing; examine some reasons that make the organizations interested to adopt green marketing philosophy. This paper also makes an assessment of the strategies of green marketing and challenges of green marketing. Through this paper, the researcher also intended to draw the attention of modern customer and marketers towards Green Products