www.theinternationaljournal.org > RJSSM: Volume: 06, Number: 05, September 2016 Page 25 Eco- friendly Marketing: A Special Reference to Indian Business Organizations Ekta Rastogi Ph.D Scholar, SMS, Department of Rural Management, Babasaheb Bhimrao Ambedkar University (A Central University), Lucknow ektasingh1607@yahoo.com Dr. M.S. Khan Associate Professor, Ex- Head/Co-coordinator-MBA/M.Phil, SMS,Department of Rural Management, Babasaheb Bhimrao Ambedkar University (A Central University), Lucknow shakeeldrm@gmail.com ABSTRACT Green Marketing and Eco-Friendly marketing of Indian business organizations are building a positive impact on the nation. It should not neglect the economic aspect of marketing. Marketers need to understand the implications of green marketing. If we think customers are not concerned about environmental issued or will not pay a premium for products that are more eco-responsible, think again. As the study of my research I have find out an opportunity to enhance our product’s performance and strengthen and command for higher price. The main objective of this study is to find out the interest and worthiness of the product of the companies like, Wipro, HCL, Voltas and so on and to suggest the appropriate strategies to achieve the target of “Go Green campaign. These are the Indian Business organizations are mainly concerned about the eco-friendly products. The data has been collected from the various sources and secondary data was collected from various published sources. The result of the paper further suggests that the adoption of green marketing will be a major boost not only to the manufactures but simultaneously help the society. Key Words- Eco-friendly Marketing, Green Marketing, Indian, Organization, customers. JEL Classification- M31, M39. INTRODUCTION Green revolution, going green, environmental protection, sustainable life style, sustainable development, protecting our earth and many more has become a natural phenomenon in our everyday life. Green Marketing also known as ecological marketing or environmental marketing has become a vital topic in today’s fastest growing world. Manufacturers across the world are worried about the declining condition of environment and thus heralding the pace of healthy growth of economy. The modern society has become health conscious and is more concerned with the natural environment, businesses too have begun to modify their behavior in an attempt to address society's "new" concerns. In very simple and precise way, green marketing can be defined as the marketing of products that are presumed to be environmentally safe or environmentally friendly. It incorporates a broad range of activities, including product modification, changes to the production process, packaging changes, as well as modifying advertising. In more detail green, environmental and eco-marketing belong to the group of approaches which seek to address the lack of fit between marketing as it is currently practiced and the ecological and social realities of the wider marketing environment. Green marketing can be defined as, "All activities designed to generate and facilitate any exchange intended to satisfy human needs or wants such that satisfying of these needs and wants occur with minimal detrimental input on the national environment." By India‘s heritage, Indian consumers do appreciate the importance of using natural and herbal green products. Indian consumer is exposed to healthy living lifestyles such as yoga and natural food consumption. In those aspects the consumer is already aware and will be inclined to accept the green products.