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Monocropping has resulted in high nutrient turn over in the soil-plant system and this is all the more pronounced in a crop like sugarcane of long duration. To sustain crop productivity and to ensure soil health, this nutrient depletion has to be stockpiled through an efficient nutrient supply approach including bio-fertilizers. However, such management practices have been largely overlooked by cane growers. This paper deals with the various sociological and economical issues concerned with use of bio-fertilizers in sugarcane. Farmers realized considerable increased net returns through improved cane productivity. Every farmer had his own reason for adopting biofertilizers - to get a lush green crop, good crop growth, high cane yield with reduction in fertilizer cost and thereby better profit and improved soil health. Nevertheless, they experienced certain constraints of non-availability of timely labour, high labour cost and non-availability of good quality bio-fertilizers in time; yet, the farmers favoured the adoption of this technology. The study helps to get a better understanding of the performance of bio-fertilizers in farmer’s fields and their apprehensions of this technology.