Studies were carried out to investigate the reasons underlying farmers’ motivation to conserve mango diversity particularly of indigenous varieties. At four project sites, viz., Chittoor, Malihabad, Pusa and Sirsi, 48 custodian farmers were identified. The results of the analysis indicated that it is not only the economic factors (market value, 79%), but also other factors such as personal (63%), social (52%), cultural/religious (14%), natural (48%) factors and biological traits (52%) which motivate farmers to conserve specific varieties while maintaining mango diversity. Further, while all the custodians maintained the diversity, some others (34%) also promoted and adapted the diversity. For promotion of mango diversity conservation, value addition to diversity and linking mango diversity to markets through diversity fairs, stakeholders’ meeting, and roadside stalls will have to be given priority. National policy support in the form of establishing a network of custodian farmers and skill up gradation (grafting, management of genetic resources) and registration of farmers’ varieties will go a long way in ensuring conservation of mango diversity on sustainable basis.