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India’s mass vaccination efforts have been slow due to high levels of vaccine hesitancy. This study uses data from an online discrete choice experiment with 1371 respondents to rigorously examine the factors shaping vaccine preference in the country. We find that vaccine efficacy, presence of side effects, protection duration, distance to vaccination centre and vaccination rates within social network play a critical role in determining vaccine demand. We apply a non-parametric model to uncover heterogeneity in the effects of these factors. We derive two novel insights from this analysis. First, even though, on average, domestically developed vaccines are preferred, around 30% of the sample favours foreign-developed vaccines. Second, vaccine preference of around 15% of the sample is highly sensitive to the presence of side effects and vaccination uptake among their peer group. These results provide insights for …