The study was undertaken in Jalpaiguri of West Bengal and Ludhiana districts of Punjab, India. The paper analyse the consumers’ opinions and constraints faced by them towards buying Jute products. A total of 100 consumers respondents were selected randomly comprising 50 from each district. Multistage sampling was used to select respondents. A paired t-test and factor analysis were used to statistically analyse the collected data. The findings of the study shows that there are statistical significant difference in awareness and opinions of the rural and urban consumers towards buying of Jute products. Two important factors safety of the environment and Jute products are fashionable and quality products were found. The Garret ranking technique was employed to analyse the constraints faced by consumers. The results shows that lack of information, followed by poor after-sale service, and unavailability of jute products are important constraints faced by consumers when buying jute products.