Electricity has played a pivotal role in the development of Punjab economy. Of late there has been a steep rise in the demand for electricity in the state. The present study undertakes a holistic view of growth of demand for electricity in the state. The technique applied is multiple regression and secondary data is used for the purpose of analysis. The study concludes that demand for electricity in the state is price inelastic but income elastic for majority of consuming sectors. An important policy implication thereof is that price hike will be ineffective in regulating and managing demand unless price is varied in an hourly basis. Therefore, the state has to resort to other demand-side management (DSM) measures, Such as improving efficiency of electricity use and its conservation. Considering the high income elasticity of electricity demand, Sufficient electricity-generating capacity needs to be created, since demand is expected to grow at an accelerated rate in future. This calls for a comprehensive electricity policy. The study further concludes that in the long run, price-demand as well as income-demand relationship in case of electricity is likely to remain uncertain especially in the post-reform era. (C) 2009 Elsevier Ltd. All rights reserved.