INTRODUCTION In today’s context, green marketing has taken over the world in every aspect. Green marketing talks about giving individual environmental friendly, durable and trustworthy products. The product can be an environmentally friendly product or the process by which the product has been manufactured can be environmentally friendly. When we say environmental friendly product it means:The product is being manufactured in a sustainable manner There is no sign of toxic chemical or any harmful materials which is used to make the productA goal is set to protect the depleting ozone layer. More concern is given to make the product from renewable materials Though the packaging is a big deal, a lot of money is not spent on packaging.Green marketing is all about reusability. There is no talk about throwing the product. The durability of the product is rated high. LED bulbs are one of those recent evolutions which created a huge demand in the minds of the consumers. LED bulbs have taken over the traditional incandescent bulbs over the years because the LED bulbs do not contain mercury, lead and arsenic which are very harmful to the environment. According to a study which was published in 2001, ‘According to federal standards, LEDs are not hazardous except for low-intensity red LEDs, which leached Pb lead at levels exceeding regulatory limits (186 mg/L; regulatory limit: 5). However, according to California regulations, excessive levels of copper (up to 3892 mg/kg; limit: 2500), lead (up to 8103 mg/kg; limit: 1000), nickel (up to 4797 mg/kg; limit: 2000), or silver (up to 721 mg/kg; limit: 500) render all except low-intensity yellow LEDs hazardous’. Question arises as to, will customers pay more for LED bulbs rather than the fluorescent bulb which is available at a less cost; a research was conducted in 2014 Nielsen Global Survey on Corporate Social Responsibility which stated that individuals wouldn’t bother spending a lot of money on LED bulbs keeping in mind about its durability and its impact on the environment. The “HOSA BELAKU” initiative which was started by the government of Karnataka got together the new trending LED bulbs with green marketing. This initiative was launched by the government on December 11, 2015, and it kick-started in various centres on December 14, 2015. ECSL (Energy Efficiency Service Limited) is the public company which is working with the government for this program. Six crore bulbs were the initially signed deal for 9W LED bulbs. Even before these LED bulbs are offered for sale it undergoes a serious quality test. These LED bulbs confirm with BIS specification wherein tests are conducted on the LED bulb to ensure full protection of the skin and the eye from harmful radiation. 1 There LED bulbs were offered at the rate of Rs. 70 per bulb where other LEDs were available in the market for around Rs.400, due to the pricing of the bulbs the ‘Hosa Belaku’ initiative had an upper hand from all the classes of the society. The campaign of Hosa Belaku was streaming in social media and television in which it stated the advantages of a LED bulb and how it will lessen the cost of the household and its positive impact on the economy. To purchase these LED bulbs one needs to go to Bangalore one centre, any nearby post office, Electricity board office anywhere in Bangalore and in Karnataka One centres outside Bangalore. The LED bulbs are issued when the customer brings along with him an ID proof and the latest electricity bill. According to the CESC General Manager, Raghu Prasad who had a talk with ‘The Hindu’ (December 22nd, 2015) says that each customer at present is been given 5 blubs at Rs. 100 per piece. If the sanctioned load is more, such customers are entitled to get 10 blubs, he informed. Gradually the price of these LED slashed down by Rs.65 to make it more convenient for all the consumers. This announcement got more appreciation and individuals wanted to buy more as the LED bulbs showed a good durability. Under statistical information, Karnataka saved Rs.729 crore annually due to this initiative which will have a direct impact on the economy as a whole in the coming years. REVIEW OF LITERATUREA lot of researchers have collected data about LED bulbs and its effect on the environment. Some of the relevant papers that were studied in order to fulfil this particular paper are mentioned below.Authors: Sohel Uddin, Hussain Sharif, Azah Mohamen, M.A. Hannan, Khodijah Mohamed. 19-20 Dec 2011.Looking into the future of the lighting system of the world and how the incandescent lights and fluorescent lights have been replaced by LED lights. The survey created was to get an insight into the literature of lights (LED) as an energy efficient light bulbs and high efficiency. In this paper, several thermal and LED configurations have been highlighted which gives its reader a proper view of the LED system of lightingThe Feasibility of LED Lighting for Commercial Use A Major Qualifying Project Report, Authors: Michael S. Horgan Daniel J. Dwan. 1st April 2014. The feasibility of using LED bulbs for commercial purpose and how it would help the businesses to make strategies to enter this field is the highlight of this paper. This research talks about the potential growth of LED and the cost-benefit ratio, the behavioural analysis in respect of using LED for commercial purpose.India LED Lighting Market by type, by end use sector, by application, competition, forecast and opportunities 2012-2022. Date: July 2017. India is taken as the prime importance for the study of LED lighting and it talks about the initiative the government has taken to reduce the use of halogen bulbs and incandescent bulbs and move towards a more eco-friendly way of lighting houses i.e. LEDs. The study shows the distribution of LED bulbs by the Indian government at a subsidized rate. The research had a deep view of the trend market size of the LED bulbs, to segregate the user’s pattern, taken notes on challenges, drivers and opportunities to understand the LED lights initiative better.Spectroscopic studies of commercial LED lights & the emerging danger of “Blue-Light Hazard”.Authors: Aman Nagi1, SK Gupta2, R. Manohar1, Atul Srivastava. Date: July 2017.Introduction of a commercial harmless lighting system to the use of harmful lighting system is the major discussion. LED bulbs are cost-effective, easy to manufacture and the emission of infrared rays is minimal as compared to the incandescent and fluorescent lighting. A comparative study of the LED lightings and the traditional lighting system has been done. LED Lighting Analyst. Author: Martin Jackson.A complete overview of the LED lighting system has been expressed and how it protects the environment and reduces the level of carbon dioxide giving the lighting industry variation of revenues and has been researched upon. Various types of applications which can be shifted and made better use by LED is also expressed LED bulbs can save you hundreds in every bills-Adam Vanghan. www.theguardian.com The investment factor of the LED bulbs are put across, even though the LED bulbs and much costlier than the incandescent and halogen bulbs the return on investment by the LED bulbs are greater in number as they are more durable and also can decrease the electricity bills than the traditional lighting bulbs. The Future of Light is the LED. Author: Dan Koeppel. Date: 19th August 2011. www.wired.comTalking about the history of how the LED lights came into being a major concern and how this new trend of lighting is going to change the whole lighting system has been thoroughly explained in this article. New Lights for New Times. Author: Marks Lyndersay. 22nd March 2016. www.guardian.co.tt.The negative impact of using fluorescent lighting in deeply discussed in this paper and its hazardous impact on the environment. And the LED lighting system is greatly appraised with its advantage and durability with respect to the CFL lighting system. The Hindu. Date: 6th May 2016. Article writer: special correspondentThe LED bulb rates which were issued by the Government of Karnataka have been slashed to Rs. 80. Meter readers would be given a certain quantity of the 9W LED bulbs which would be sold door to door. The Hindu. Date: 22nd December 2015. Article writer: Shankar Bennur.Nearly 38,000 bulbs sold in one week hypes the government of Karnataka. And a lot of advertisements for the Hosa Belaku program has lea to 67 lakhs distribution of LED bulbs. Date: 19th February 2016. www.ledindia.comEESL clears the air on the issue of LED bulbs to individuals. EESL clearly states that there is no change in the pricing of the LED bulbs under the Hosa Belaku initiative and that no other retail stores and sell the LED bulbs that are being issued by the Government of Karnataka. DHNS. Date:4th December 2015The government of Karnataka is all set to launch its green marketing initiative for a clearer and economic commercial type. It is said that the LED bulbs initiative is called “HOSA BELAKU” and its launch and commencement and objections are spoken out.Date: 21st December. Article writer: Anil UrsKarnataka saves Rs.729 crores by the Hosa Belaku initiative. A lot of energy is being conserved by the usage of LED bulbs by the households located in different parts of Karnataka. OBJECTIVES OF THE PAPER The objectives of this paper are as follows: The responsiveness of the users on the cost of the LED bulbs at the time of its launch by the Government of Karnataka on December 11th, 2015 to the current year 2017. To interpret the quality checks of the LED bulbs as provided by the government of Karnataka.To see the green marketing as a successful strategy under the LED lighting system.RESEARCH METHODOLOGY This research is a descriptive analysis where a sample size of 110 was chosen from a large population.The research is restricted to the geographical limits of Bangalore, Karnataka. In order to collect primary data for the research, questionnaires were distributed in the form of Google forms and the data was used to analyze and interpret in the form of charts and tables. Name of the study- A study on the use of LED bulbs with respect to Green Marketing. Methodology – Both primary data and secondary data were used to study this research. This paper has adopted the ‘questionnaire’ method of collection of data. The study is based on 110 respondents under random sample method. Tables and charts – various different types of charts are used in order to give its reader a proper view of the study. ANALYSIS AND INTERPRETATIONTable 1 The above bar diagram (table 1) represents the number of people who are aware of the ‘Hosa Belaku’ initiative and it seems like 63.63% i.e. 70 respondents are not aware out of the total respondents. A very less amount of respondents (36.37%) know very well about this initiative. This statistics clearly states that the government has not taken stringent measures to reach the whole population and not major information is given to the general public in the way of national television, radio etc. the government should constantly keep reminding the general public about such initiatives not only concerning LED setups but also any other initiative which it comes with, as people who really need such initiative would miss on it. Table 2CRITERIA 1 NOT NECESSARY 2HELPFUL3NETURAL 4NECESSARY 5HIGHLY NECESSARY BRIGHTNESS90.79%DURABILITY100.18%POWER CONSUMPTION115.83%HEALTH IMPACT53.20%FITTING OF BULBS0% The above table shows various different criteria that are required in choosing LED bulbs in general. The respondents have voted highly necessary for two criteria i.e. durability (100.18%) and power consumption (115.83%) which gives users a clear picture of the exact demand of the consumers. None of the respondents has looked into the detailing such as fitting of bulbs (0%) which is quite necessary even before durability and power consumption comes into the picture. Even though brightness is a very important element under lighting system the respondents have voted it to be necessary with 90.79%. The respondents for this research seem to have a neutral outlook on the health impact that the LED bulbs would have on them keeping it in the fourth place while choosing LED bulbs. This analysis could be clearly understood by a pie graph asunder. Table 3The above horizontal bar diagram represents the cost factor of the LED bulbs (Hosa Belaku) at the time of launch. As many of our respondents are not aware of the initiative which was clearly mentioned in table 1, most of our responded have told that the cost might have been neutral i.e. 52.73% say that the cost might have been high or low and it difficult of interpret. 20% of the respondents say that the cost is affordable as they come into the bracket of knowing the initiative. Say about 25.45% of the individuals think that the cost of the bulbs was highly priced at the time of launch. FINDINGS OF THE RESEARCHThis research has found out the following:The Hosa Belaku initiative must be advertised to a great extent as a lot of people are not aware of this initiative. More than the health impact, the consumers are more concerned towards the power consumption and durability. The cost of the Hosa Belaku lights have been facing a tremendous fluctuation since the time of its launch and it is might pose an unstable demand from the customers. CONCLUSION Green marketing is one of those recent strategies which are coming up to make the world a better place to live in. One of the major initiatives of green marketing is the introduction of a new lighting system in terms of LED bulbs. The LED lighting system has become a predominant aspect of the world today. A lot of people do not realize the importance of the conserving energy and protecting the environment by using LED bulbs as it transmits fewer rays than the other traditional bulbs.This research was done to see if the LED initiative did well to the government and its people and by the research, we could conclude that the government needs to take that extra step to advertise the initiative in such a way that it reaches a lot of people. More in-depth knowledge could be passed on in terms of green marketing and how LED lighting would help to save a lot of energy.