Sustainability amidst climate change, technological transitions, geopolitics, urbanization and demographic changes is one of the biggest challenges facing Pakistan and the world. Demand management is a key policy challenge for the Indus river basin where water resources have been developed with a mindset that promotes supply-driven, infrastructure-heavy solutions. Researchers and practitioners have proposed many demand-management solutions that leverage innovations in water accounting, increasing irrigation efficiency, nature-inspired solutions, rationalized water pricing, changes in cropping patterns, etc. However, policymakers are seldom sure about the response to new interventions by water users. In academic circles, this question is broadly studied under socio-hydrology or coupled human-natural systems (CHNS). In this talk, we will look at two examples of social hydrological models that are relevant to the Indus. First, agent-based models in which information-based irrigation advisory services can be leveraged to explore new modes of water allocation and distribution. Second, a look at the so-called irrigation efficiency paradox, whereby investments in water conservation solutions increase the net consumption of water. Finally, we will review insights from new integrated assessment models that help navigate the complex policy landscape of the Water-Energy-Food nexus of the Indus.