All nations globally are going through domestic and international pressures to become more responsible towards environment and climate change. This makes it imperative for the businesses in these countries to review and revitalize their green initiatives. This study is an attempt to examine the factors that drive the Indian firms to be involved in green initiatives. The findings of the study reveal that higher green ratings corresponded to higher productivity of firms. In addition, green products enabled firms to exhibit higher sales volumes while they charged price premiums. However, firms engaged in green processes were neither able to demonstrate higher sales volumes nor charge price premiums. © 2020 World Scientific Publishing Company.