Abstract: The present study was conducted on 472 cattle (cows 370 and heifers 102) reared in a rural tract comprising of 6 villages in and around the veterinary faculty of the university. Artificial insemination was carried out to all the animals with frozen thawed semen having at least 50% post-thaw motility. Conception Rate (CR) and number of services per conception (NSC) were evaluated. Effect of breed, parity, season, estrus intensity and time of insemination in CR was also determined. Overall CR and NSC recorded were 69.09 and 1.72%, respectively. The CR of the cows was significantly (p<0.05) affected by estrus intensity; being highest in good (75.00%) and lower (60.87%) and lowest (57.89%) in moderate and weak estrus, respectively. No significant variation in CR was observed with respect to breed, parity, season and time of insemination. However, highest values were obtained in crossbred Jersey (70.16%), 3rd parity (74.00%), Summer season (73.91%) and insemination at 16±2 (73.81%) hours following onset of behavioral estrus. Sex ratio (male: female) of the calves born from conceived animals was 1:1.53. From this study it is concluded that under agro-climatic conditions of Kashmir to achieve maximum CR cows should be inseminated during 16-22 h following onset of behavioral estrus.