Green marketing involves promoting environmentally sustainable products and practices. This conceptual paper explores the opportunities and challenges facing green marketing in India. Although Indian consumers show high awareness and positive attitudes towards green products, actual purchasing behavior is lagging. Companies can leverage green marketing opportunities by emphasizing health benefits for premium pricing, promoting sustainability initiatives, and pursuing eco-friendly production. However, unclear standards, limited awareness of specific green brands, and scaling difficulties pose challenges. Firms must avoid greenwashing, target relevant segments, communicate holistic benefits, and make continuous improvements in sustainability. This paper provides useful insights for marketers seeking to promote green nutrition products in India.

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