Despite concerted efforts, several plans and policies of the government addressing rural electrification remained unrealized since India’s independence. Although India attained near‐complete grid connectivity in 2018, the problem of inconsistent, unreliable and unaffordable electricity persists, expressly in remote and rural areas. This paper conceptualizes issues of rural electrification in India as a ‘Wicked Problem’ – a systems thinking approach used vastly for understanding complex and multidimensional aspects of the Sustainable Development Goals (SDGs). The problem is characterized as a sub‐target of SDG 7 i.e. universal energy access. The stakeholders of rural electrification in India were approached ‐ their feedback was mapped in the power‐interest matrix. A causal loop diagram was prepared that helped in the identification of various themes through balancing and reinforcing loops. This study makes a methodological contribution to conceptual analysis prompting decision‐making through mental models over existing frameworks used for addressing rural electrification in India.