Awareness regarding environmental protection is growing in society all over the world. People are concerned about the environmental changes and are molding their behavior for the cause of environmental sustainability. Sustainable ecological development aims at development without harming the environment. Development in the present should not compromise with the needs of future generations. We are answerable to future generations for environmental degradation. Both individual and industrial consumers are becoming concerned about the environment. Today is the era of recyclable, non-toxic and environment-friendly products. This is indeed a great opportunity for marketers to achieve all the business objectives simultaneously. They can aim at satisfying the needs of consumers and be socially and environmentally responsible. The ‘green company’ concept is an outcome of ecological balance and protection of consumers interest through environmentally friendly products. As a growing pressure of government legislation, the companies must establish environmental consciousness through green brand strategy to comply with the requirements. Enterprises must respond to consumer demand for green consumption, green operations to win customer’s trust. The enormous environmental and social challenges make it evident that progress cannot take place unless we redefine our strategies for growth and competitiveness to make sustainability and inclusivity the core of business transformation. ITC is one of the leading brands of India. It’s functional in various sectors. The company understood the significance of going green as a matter of corporate social responsibility and environmental sustainability. Business Model of ITC and the strategies adopted to implement the model for environmental sustainability is the best example for the next generation of companies and to society.