Green Marketing Developments in the Indian Automobile Sector ‘Green Marketing ’ encompasses activities designed to generate & facilitate human needs so that the satiation of these needs would leave minimal negative impact on the natural environment. With the growing awareness on global warming, pollution & other environmental issues, companies & consumers are increasingly switching to green products & services, thereby, creating a platform for sustainable development. The present article unfolds some of the green marketing initiatives undertaken by 10 companies in the Indian automobile sector. Literature Review Fundamental incompatibilities b/w sustainability & strategic marketing planning processes are the key factors for the development of green products in the automobile sector (Peattie, 1999). Bansal & Roth (2000) have discussed 3 motivations for automobile companies to go green. These are competitiveness, legitimization & ecological responsibility. However Chen C has been of a different opinion. He holds that eco-product development & strict environmental standards are insufficient to save the environment. Regulation by itself would be inadequate to create a market for fuel-efficient vehicle. Legislation or economic incentives might help; however manufacturers are not highly optimistic about green consumption rate accelerating in future. Lin (2003) argued that improvement in the public transportation systems, stronger emission control & technology innovation by way of environmental friendly automobile engines, would drive towards sustainable transportation development. The intension to replace automobiles was observed among the consumers due to environmental concern. Production of eco- friendly cars has also been supported by Praveen & David (1998). Statement of the Problem Business are entering a new era of green marketing that will focus lesson companies own environmental credentials & more on promoting the way in which products can help customers reduce their carbon impact. The panel of marketing experts in Base Show in London had predicted that the year 2010 would see a shift in the companies environmental advertising & communications strategies. However no significant initiative by automobile companies has been noticed till date. The effects of greenhouse emissions on our environment have been realized. Climate is on the verge of change. It is therefore high time to take suitable action & develop some strategies, before things go out of control. Methodology Secondary literature is extensively drawn from in- house &proprietary sources available on various websites. The other sources include research papers published in online & printed journals news agencies, newspapers etc. the literature has been cross checked & validated to provide the latest & unambiguous information. The literature sourced has further been edited & categorized to make it suitable to study the considered objective. The cases of the companies to draw inferences have been chosen through convenience sampling. This exploratory research investigates the existing state of initiatives taken by the different companies to protect the environment. Green Marketing initiatives by Indian Automobile Corporate Citizens: 1. Maruti Suzuki India Ltd: Focusing on fuel efficient green car 2. Hyundai Blue-Will, an Eco friendly hybrid car 3. Bajaj India: Making the next generation vehicle 4. Mahindra & Mahindra: Launch Bio-Diesel tractor & electric car 5. Tata Motors Ltd, to build electric, hybrid cars on nano platform 6. Ashok Leyland Ltd: Progressive low emission Mission 7. Hindustan Motors Ltd’s Cedia select 8. Reva Electric car company: India’s first electric car goes on green overdrive 9. Green Electric Vehicles Pvt.Ltd: Dedicated to save environment 10. General Motors India Pvt Ltd, to launch electric car E-spark Findings & Conclusions It is evident from the above discussion that the Indian automobile sector has started to realize the importance of green products & green marketing in order to save the environment. It is also due to economic compulsion such as rising petroleum prices & the fear that petroleum products might be exhausted in the near future that the companies are focusing on the development of alternative fuel sources which meet the requirements of not only the environment but also the economy.