A case study concerning the use of contingent valuation to assess farmer preference for on-farm conservation of minor Millets in South India Kolli Hills, Tamil Nadu is presented. Minor millets are a group of annual grasses found mainly in the arid and semiarid regions. They are cultivated on 71.9 million acres in India, accounting for nearly 25 per cent of the total acreage under cereal crops in India. In the Kolli hills of Tamil Nadu, a genetically diverse pool of minor millet varieties has long been traditionally grown by the tribal farming communities for their own consumption without being formally traded. A double bounded dichotomous (follow-up) questionnaire was adopted to assess the potential farmer Willingness to Accept (WTA) compensation for agrobiodiversity conservation. Such an approach is consistent with the emerging development of payment for agro-biodiversity conservation services (PACS) schemes to create incentives for the conservation of agro-biodiversity and improve farmer's livelihood.