Technological intervention in the Indian market has changed the dimensions of customer approach and identities. Specifically the youth and urban women created different dimensions and space for their survival. The changing attitude and consumerism questioned marketers sustainability. This can be appreciated with identifying role and significance of the stakeholders in the consumer market. The current paper identify the significance of important participants and the strategies to handle them effectively. The current paper is also shed some light upon the innovative strategies for the sustainability of the marketers.