Demand side management (DSM) aims at reduction of the peak demand thereby flattening the load profile by allowing customers to actively participate in the overall operation of the smart grid. This leads to significant reduction in total generation cost and emission levels. While introduction of Electric Vehicles (EV) in the grid can be looked upon as an additional load thus arising the need for increased generation, the price elasticity of EV load can serve as an opportunity to implement DSM. A V2G strategy is proposed to enable the reshaping of load profile by means of peak shaving and valley filling. By harnessing the energy storage of EVs batteries, an objective function is proposed for V2G control. Substantial savings and reduction in emissions along with reduction in peak demand, on implementation of this strategy, is evident from the simulation results. Optimal penetration level of EVs, based on the environmental consideration is also discussed. © 2016 IEEE.