Markets today are shifting the trend from transnational marketing to relational marketing. Increasing importance is being given to customer retention than customer attraction. The strategies like sense and respond marketing, reverse marketing are applied heavily to increase the trust and faith in the minds of customers. The 4 Ps of reverse marketing has shown a magical result in the market in terms of increasing the customer loyalty and overall rise in the market share. It has been proved to be an attractive tool of customer centric marketing.