AN EVALUATING GREEN MARKETING TECHNIQUES ADOPTED BY THE AUTOMOBILE SECTOR IN CHENNAI CITY

As environmental awareness grows among consumers, Indian automobile companies have
been at the forefront, pioneering their strategies to reflect this shift, primarily through green
marketing. Leading manufacturers like TATA Motors, Hyundai Motors India, Mahindra
and Mahindra, and Maruti Suzuki have set an inspiring example by embracing green
marketing to promote eco-friendly vehicles and highlight their efforts to minimize
environmental impact. This research paper is of utmost importance in the context of the
Indian automotive industry, as it explores these companies' sustainable green marketing
practices. It focuses on how the leading automotive manufacturers integrate ecological
sustainability into their marketing strategies and overall business operations. The study's
primary purpose is to examine how these prominent Indian automobile companies have
incorporated green marketing initiatives and assess the impact on their competitive
advantage and environmental sustainability. By analyzing the relationship between green
marketing and Corporate Social Responsibility (CSR) strategies, the study offers
significant insights into the effectiveness of these initiatives in fostering a sustainable
automotive industry. This conceptual research focuses on secondary data from corporate
websites, sustainability reports, industry publications, and academic articles. A
comprehensive literature review and case studies highlight green marketing practices within
the Indian automobile sector. This study used thematic analysis to explore patterns and trends
in green marketing strategies and their implementation across different companies. The
study reveals that the selected companies are adopting green initiatives and increasingly
integrating them into their manufacturing processes and business operations.