Worldwide evidence indicates people are concerned about the environment and are changing their behaviour. As a result of this, green marketing has emerged which speaks for growing market for sustainable and socially responsible products and services. Today’s consumers are more concerned more than ever about the environmental impact of products they buy. Today’s consumers are becoming more and more conscious about the environment and are also becoming socially responsible. Therefore, more companies are responsible to consumers’ aspirations for environmentally less damaging or neutral products. Many companies want to have an early-mover advantage as they have to eventually move towards becoming green. Going green provides an opportunity to save cost as well as an opportunity to be a responsible corporate citizen. This paper explores the need of Green Marketing. The paper tries to find out the reasons as to why companies going green. The paper examines the ways as how the companies are moving on to the path of green marketing and highlights the challenges of green marketing. Environmental marketing is more complex than conventional marketing. It serves two key objectives: To develop products that have minimal impact on the environment and environmental compatibility with convenience; and Environmental sensitivity to both products attributes and its manufactures’ track record for environmental achievement.