The use of electric vehicles (EVs) as a means of sustainable transportation is being discussed worldwide. The Indian government has also reacted to this with commendable effort to accelerate the rate of diffusion of EVs in Indian automotive sector. However, many hurdles should be dealt with for wider and easy adoption of EVs in India. This article identifies a set of barriers for mass adoption of EVs in context of Indian automotive market, find relationship and hierarchy to interpret them using Interpretive Structural Modeling (ISM) technique. The study reveals that the government incentives and consumer characteristics are most crucial areas of concern to improve the EV penetration in mass market.