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Abstract
Marketers have been using electronic tools for many years, but the internet and other information technologies created a flood of interesting and innovative ways to provide customer value. The more the Internet settles into mainstream business, the more it spawns innovation and more change. Electronic marketing is the youngest of the membership growth devices and has grown tremendously since mainstreaming a little more than two decades ago. E-marketing is traditional marketing using information technology but with some twists. The marketing transformation results in new business models that add customer value, build customer relationships, or increase company profitability. This in turn created a virtual market for actual products globally. The paper discuss the opportunities and challenges of E- marketing in India, a systematic review on the present changes, the strategies implemented by marketers with the development of electronic environment in India, discussing about the drawbacks. Finally some suggestions are made to the Indian marketing companies for the improvement of E – marketing.