LAUSR

Green initiatives has become the most potent tool in the hands of companies. The objective of the paper is to get an overview of green supply chain practices in various companies in India. Another objective is to understand the contribution of green supply chain in brand building in India. The study is conducted across 20 different companies in India from various sectors (via automobile, FMCG, chemical and textile) drawn on the basis of random sampling method. This paper makes use of both primary and secondary data. Primary data is collected through survey method via telephonic interview and mailed questionnaire and secondary data is collected from published sources. The results of the study indicate that green supply chain initiatives can prove to be the most potent tool for brand building. The paper provides practical explanation on the Indian front that implementation of green supply chain initiatives can help to build the brand.