This paper is based on a study conducted in India on venvironmental marketing practices of Indian companies. The study was set in the backdrop of a new environmentalfriendly culture in India in the early 1990s, primarily due to the complex environmental problems encountered in different parts of the country. The increased awareness and interest shown by Indian companies in respect of environmental management and marketing was evident in the sharp increase of ISO14001 certifi ed companies in the country. However, an important question at this context was how effectively Indian companies were practicing environmental marketing for the benefi t of their customers and other stakeholders. The present paper is an attempt to trace the extent and nature of environmental marketing practice in india and to propose a model for guiding the practice.