Recent advancements in behavioral sciences have spurred a lot of interest in its application in the field of energy efficiency and conservation. Cost effective behavioral interventions have shown to induce energy consumers to take positive steps towards reducing energy consumption. This paper aims to spark interest amongst researchers, policymakers, utilities, appliance manufacturers and other stakeholders to organize and undertake concerted research in behavioral interventions in energy efficiency and conservation in India and make use of the knowledge to design effective policies. In this paper we identify the challenges to behavioral interventions in the Indian context and suggest a possible approach to overcome them and steer the direction of behavioral research.