The study was undertaken in Mandya district of Karnataka state to assess perception and consumers willingness to pay premium price for the organic jaggery. The primary data were collected from organic and inorganic jaggery consumers of 64 for the period 2011-12 through survey method. The data was analyzed by using multiple logistic regression, Tobit and discriminant function analysis. The results revealed that on average consumers were willing to pay ` 56.12 per kg of organic jaggery; it implies a premium price of ` 22.62 per kg of organic jaggery than the price of inorganic jaggery in the market. Average probability of willingness to pay (WTP) premium price for organic jaggery was 0.85. About 25 per cent and 20 per cent of the interviewed consumers were willing to pay premium price from 20 to 40 per cent and 40 to 80 per cent more for organic jaggery as compared to inorganic jaggery. Among different factors bid value, age and education of the consumers has positive influence on the WTP for organic jaggery. A unit change in age and education of consumer above mean level lead to increase in the consumer WTP for organic jaggery by ` 251 and ` 961 per year, respectively. The income of the consumer and perception of taste were discriminating the consumers as organic or not with 82.1 per cent and 43.8 per cent, respectively. Most (89.10 %) of the consumers perceived that organic jaggery was healthier and safer (67.19 %) than inorganic jaggery. About 42.97 per cent, 57.03 per cent respondent indicated that the organic jaggery is tastier and better quality, respectively.