In today's market, the choice for consumers has increased manifold with increase in the range of models that is why the businesses also has started on focusing on different scenario. Under such circumstances, choosing an appropriate product that suits one's value propositions is the most important. Today's marketplace is motivated by the importance of the "Green consumerism" and will become even more responsive to products and services promising environmental responsibility. So many of the firms has started the ‘Green Business Strategy’ by manufacturing & promoting the eco-friendly products like in cosmetics & edible products use of aloovira, avoiding the different chemicals etc. which can harm to the individual as well as society. Consumers are now concerned more than ever about the environmental impact of products they buy. As a result, the number of industries under fire from environmentalists has grown very rapidly. Green consumerism has helped to spur significant shifts in the way in which some industries view the environmental challenge. Terms such as ‘recyclable, biodegradable, eco-friendly, sustainable, computable and bio-based’ are the latest Key words which green consumers looks for when they buy products. The broad scope of these Key words suggests that green consumers scrutinize products at every phase of product/service life cycle, from raw material procurement, manufacturing and production straight through to product reuse, repair, recycling and eventual disposal, While in use attributes continue to be of primary importance, environmental shopping agenda now increasingly encompass factors that consumers can not feel or see. Consumers desire to know how raw materials are procured and where from they come, how food is processed, what are the resources utilized to produce that particular product and what are their potential impacts on the environment once they land in the trash box? An attempt is therefore made to share some of the experiences on the ethics based consumerism in Indian perspective.