The economy of the world's second most populous country continues to grow rapidly, bringing prosperity to a growing middle class while further straining an energy infrastructure already stretched beyond capacity. At the same time, efficiency policy initiatives have gained a foothold in India, and promise to grow in number over the coming years. This paper considers the maximum cost-effective potential of efficiency improvement for key energy-consuming products in the Indian context. The products considered are: household refrigerators, window air conditioners, motors and distribution transformers. Together, these products account for about 27% of delivered electricity consumption in India. The analysis estimates the minimum Life-Cycle Cost option for each product class, according to use patterns and prevailing customer marginal rates in each sector. This option represents an efficiency improvement ranging between 12% and 60%, depending on product class. If this level of efficiency was achieved starting in 2010, we estimate that total electricity consumption in India could be reduced by 4.7% by 2020, saving over 74 million tons of oil equivalent and over 246 million tons of carbon dioxide emissions. Net present financial savings of this efficiency improvement totals 8.1 billion dollars. (C) 2008 Elsevier Ltd. All rights reserved.