India is the world’s third largestconsumer of energy. It is widely acknowledged that the roleof energy efficiency (EE) in reducing India’s carbon dioxideemissions and improving energy security is critical.Achieving the overarching goal of increasing EE in SouthAsia would be enabled by a well-planned, professionallyexecuted public communication strategy and outreach programwith clear audience segmentation. As the first step towardsimplementing a strategic communication program, the WorldBank commissioned an analysis of EE-related.communicationsin India targeted towards various stakeholders and energyconsumers. This communication analysis, including mapping ofkey stakeholders in the Indian EE communications landscape,is part of the World Bank’s implemented program titled‘scaling up the demand side energy efficiency business linein South Asia’, and will inform a communications strategythat aims to increase awareness and foster an enablingpolicy and business environment for EE in India. The studyaims to understand the attitudes of the policymakers andnodal agencies, EE implementers, and consumers (industriesand general public from various energy consuming sectors)about EE, and gauge the various stakeholders’ informationalneeds and preferred channels of information on EE issues. Inorder to influence more energy efficient behaviors in India,there is a need to examine what has worked in motivating newbehaviors, and what has not worked and why. The researchalso aims to map various categories of stakeholders in theEE landscape in India, which have an impact on identifying,developing, designing, and implementing EE improvementactivities in all major energy consuming sectors, namely,Industry, Transport, Agriculture, Commercial, and Residential.
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