In today’s fast-changing marketplace, sustainability is no longer just a trend—it has become a necessity. Indian consumers, particularly the younger generation, are becoming more conscious of the environmental and social impact of their purchases. They are increasingly showing interest in brands that promote eco-friendly practices, responsible sourcing, and ethical values. As a result, sustainable marketing is gaining momentum in India, where both global and local brands are adopting green strategies to stay relevant and competitive. With rising awareness about climate change, plastic pollution, and ethical production, people are not only questioning what they buy but also how it is made and marketed. This shift in consumer mindset is encouraging companies to embrace sustainability not only in their products but also in their advertising, packaging, and brand communication. However, while many Indian consumers express positive attitudes towards green products, there is still a visible gap between their intentions and actual buying behaviour, often influenced by price, accessibility, and trust in brand claims. The research aims to explore how Indian consumers perceive sustainable marketing and how brands are responding to these changing expectations. It highlights the growing role of environmental and social responsibility in marketing strategies and seeks to understand whether this shift is driven by genuine concern or market pressure, How ever sustainability is emerging as a key driver in Indian marketing, reflecting a shift in consumer attitudes and compelling brands to adopt responsible practices that influence both market trends and brand loyalty. The researcher in his research study also the light on the challenges brands face in building credibility and maintaining transparency while adopting green practices.