Abstract: The study was conducted to assess the optimum sowing time for beet root production under Soan Valley conditions. Mean values of the data depicted that different sowing dates had a profound effect on growth behaviour and quality of produce in beet root crop. Early sowing (10, 20 and 30th September) reduced seed germination period 6.00-10.50 days as compared with delayed sowing (20 and 30th October) with 13.22 and 15.70 days, respectively. Flower initiation and seed ripening period was delayed in the plants resulted from early sowing. Poor quality beet ball having maximum weight (228.00 g) was produced from early sown crop. Delayed sowing resulted into acceptable ball weight (164.50-184.00 g) with deep red colour, smooth and round ball shape. Optimum sowing time for fresh beet ball production is from 15 to 30th October. The results indicated that the crop may be sown during last week of September and 1st week of October for seed production.