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Green marketing strategy (GMS) is the fastest growing trend into the business firms all around the globe due to ever increasing pressure of stringent legislations, customer awareness etc. Automobile industry due to its large share in disturbing the ecological balance and hence always been on stakeholders' radar is an industry which needs to be checked for its GMS. An analysis the passenger car segment of Indian automobile industry indicates that the firms are slowly and steady adopting GMS. According to my research the selected top ten companies, as per the sales figure of March 2014, have an environmental statement plan with clear objectives and all firms seem to be working intensively on renewing the product range, improving industrial processes, strengthening the image of their brands by releasing their brand to the public via channels of communication. While adoption of GMS add value to the firms in the form of cost saving as for example, in the year 2013-14,the activities aimed to reduce the waste at Toyota Kirloskar resulted in 5.3 Kg/vehicle reduction which amounts to lowering of steel consumption by 293 MT/year. This lead to a saving of nearly Rs.12, 30,600/year (Toyota Kirloskar Sustainability Report, 2014). At Nashik automotive division in M&M, since 2009, a total of 51 projects have been initiated at the unit which collectively saves 286345m 3 of water and INR 520 thousand every year. The energy saving intervention in the plant of Mumbai helped in monetary savings INR 7.25 Lakhs per annum (Mahindra and Mahindra Sustainability Report, 2013-2014).TML RECON business is of Rs.1.3 billion in 2014. (Tata Motors Limited Sustainability Report, 2013-2014).It also add value by creating innovations both in the product and processes. Maruti Suzuki, for example, has developed a new Intelligent Gas Port Injection (i-GPI) technology for CNG bi-fuel vehicles. The i-GPI technology promotes uniform and complete combustion in the combustion chamber, resulting in lesser pollutants, without compromising on the vehicle's power and performance. The Company has successfully launched bi-fuel variants with i-GPI CNG engine technology. With this technology, in each CNG vehicle CO2 emissions are reduced by an average 20 per cent as compared to the petrol variant. In the process of minimizing carbon footprint of its manufacturing operations Maruti Suzuki has started using natural gas at its captive power plants. In 2013-14, the Company commissioned a 1 MW solar power plant at the Manesar facility. These initiatives taken by firms indicate that how GMS is becoming powerful force in automobile Industry to buildup innovations and profits.

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