Since green revolution, Indian Agricultural production has attained tremendous changes to satisfy the needs of the rapidly increasing population. One such change is the extreme usage of chemical pesticides for plant protection. Recently, there is a rising concern about the negative effects of these chemical pesticides on human and soil health. To combat these ill effects, alternative solutions such as environment friendly bio pesticides are being employed. Hence, there is a need to gain a deeper understanding about the farmers' preference towards bio fungicides. This study provides insight into the various factors that play a major role in motivating farmers towards purchase of bio-fungicides. An exploratory factor analysis was carried out and the result showed that dealers influence, technical guidance, product Quality, advertisement and credit availability were some of the major factors that influenced the farmers towards purchase of bio-fungicides.