This study actually explores how green marketing strategy (GMS), operationalized through the 7Ps framework, impacts financial performance and sustainability practices of five NSE-listed Indian companies in America—Adani Green Energy (AGEL), Tata Power, Mahindra & Mahindra (M&M), ITC Limited, and Hindustan Unilever (HUL)—during FY2021-2025. The study is based on a natural resource-based view (NRBV), stakeholder theory, and signaling theory integrated approach, using a contemporary mixed-methods design. It employs a balanced panel (N = 25 firm-year observations) and measures financial performance through three complementary proxy trackers: Return on Assets (ROA), Return on Equity (ROE), and Tobin's Q. The GMS composite score is prepared from ESG disclosure intensity, green branding, and eco-certification sub-indices. OLS regression, Shapiro-Wilk normality test, Pearson and Spearman correlations, and one-way ANOVA are used. The results show that GMS does not have a statistically significant effect on ROA (Beta = -2.158, p = 0.261), ROE (Beta = -0.518, p = 0.780), and Tobin's Q (Beta = 0.248, p = 0.636); however, the GMS scores continuously increase across all companies (range: 5.60 to 7.78), showing overall financial improvement. These findings are set in the context of India’s post-SEBI BRSR mandate era and provide new evidence of the gestation lag in gaining financial returns from GMS in emerging economies. The study adds useful insights for corporate strategists and institutional investors focused on ESG, using a novel 7Ps GMS index and a sector-diverse Indian panel dataset.