Traffic congestion is a public policy issue and solicits a policy response which can strike a balance between urbanization and urban mobility. In the case of India, several policy initiatives have been undertaken but have not yielded desired outcomes. This is primarily because the focus has only been on public transport improvement measures, while traffic demand management measures have largely been neglected. This paper studies the traffic scenario in select Asian cities and the policy measures undertaken by their respective governments. It revisits relevant policies in India and assesses the gaps that deter the desired impact of such policies on reducing traffic congestion. It also suggests policy measures to overcome these gaps and the way ahead.