Green Marketing and FMCG Sector in India: An Analysis of Green Impact and Initiatives

Abstract

With the rapid deterioration of the environment and growing awareness among consumers, the role of green marketing has become crucial in ensuring sustainable development. Green marketing, also known as ecological or environmental marketing, emphasizes designing, packaging, promoting and distributing products with minimal adverse impact on nature. In the Indian context, the FMCG sector—one of the most dynamic industries—plays a pivotal role in adopting green initiatives due to its direct interface with consumers. This paper examines the green efforts of FMCG companies in India, focusing on eco-packaging, eco-labeling, green product design and corporate green initiatives. The study, based on secondary data, highlights the necessity of green products, identifies challenges in implementation and suggests strategies to encourage eco-friendly consumerism. The findings suggest that while FMCG firms in India have initiated green practices, more stringent policies, investments in R&D and consumer awareness are essential to make the sector truly sustainable.