International Journal of Marketing & Financial Management ISSN: 2348 -3954 (Online) ISSN: 2349 - 2546 (Print) Volume-13 | Issue-1| 2025| Journal homepage: https://arseam.com/journal?title=IJMFM DOI: https://doi.org/10.5281/zenodo.16921396 Peer Reviewed Journal ISSN: 2348 -3954 (Online) ISSN: 2349 - 2546 (Print) E-mail us: info@arseam.com 121 THE GREEN MIRAGE: A CONCEPTUAL REVIEW OF GREEN WASHING IN THE INDIAN CONTEXT 1 Ms. Karishma Anklesaria, 2 Dr. Seema Pandit, 3 Dr. Anjali Ramnani, 4 Ms.Dipalee Atre, 5 Dr. Rikita Thakkar, 6 Dr. Dhaval Kataria 1,2,3,4,5,6 Assistant Professor, GLS University’s Faculty of Business Administration, Ahmedabad, Gujarat, India Article History ABSTRACT Received : 28Apr 2025 Revised : 29-May-2025 Accepted on: 15 Jun 2025 First Published:30- Jun-2025 Cite this Article as Karishma A, Seema P, Anjali R, Dipalee A, Rikita T, & Dhaval K (2025), “The Green Mirage: A Conceptual Review of Greenwashing in the Indian Context”, International Journal of Marketing & Financial Management, Volume 13, Issue 1, 2025, pp 121-133 DOI : https://doi.org/10.5281/zenodo.16921396 In an era marked by increasing environmental awareness and regulatory pressure, corporations are under growing scrutiny to demonstrate sustainable business practices. However, the widespread emergence of “greenwashing”—where companies misrepresent or exaggerate their environmental efforts—poses a significant threat to ethical governance and informed consumer choice. This conceptual review investigates the evolving discourse on greenwashing, beginning with its definitions, typologies, and connections to broader issues like corporate hypocrisy and symbolic decoupling. Anchored in the Indian context, the paper critically analyzes a series of recent and illustrative case studies, including the Gensol–BluSmart financial controversy, misleading eco-labelling in the FMCG sector, and textile industry practices straddling the line between sustainability and craftwashing. It further evaluates India's emerging legal landscape, particularly the 2024 Guidelines for the Prevention and Regulation of Greenwashing, and assesses the challenges of enforcement. By combining theoretical exploration with sector-specific insights, this study provides a grounded understanding of the mechanisms, risks, and regulatory responses to greenwashing in India. It concludes with reflections on systemic gaps and suggests concrete directions for future research, aiming to support the development of a transparent, accountable, and truly sustainable corporate environment. Keywords:Consumer Protection, Corporate Hypocrisy, Corporate Social Responsibility (CSR),Environmental Claims, Environmental, Social, and Governance (ESG),Greenwashing, Sustainable Marketing Type of paper: Review Paper 1. INTRODUCTION The global imperative for sustainability has catalysed a paradigm shift in business practices, compelling a growing number of companies to integrate environmental considerations into their core corporate strategies (Walker & Wan, 2012). This movement aims to foster a green