Electricity demand has been growing at a faster rate than capacity in India. High investment requirements for additional capacity and long gestation periods make it difficult to keep lip with the rising demand. This has forced the government the utilities, and the consumers to think in terms of energy conservation through efficiency improvements and load management strategies. However, many barriers exist to the implementation of conservation programs on the supply side as well as the demand side. This article identifies those barriers and suggests policy measures: knowledge and access to efficient technologies, tariff reforms to reflect economic costs, regulatory measures to ensure appliance labeling, and cooperation among utilities, consumers, equipment manufacturers, and government agencies.