Abstract: The study was conducted in Nala Ward, Dodoma municipality. The aim was to asses smallholder farmers’ involvement in Rosella production as a new strategy in household income improvement. Specifically, the study identified socio-economic factors influencing engagement of smallholder farmers in Rosella production and determining the famers’ awareness level on salient benefits resulting from Rosella crop. A sample of 98 households pioneered Rosella production in Nala Ward and four key informants were involved in this study. It was found that relative low production costs, assured harvest due to high drought tolerance and good revenue from Rosella sales, have motivated farmers to grow the unconventional crop. Lack of agro-extension services support connected to lack of market information and low technical knowledge on proper means of production and processing of Rosella may have negative effect on the adoption of the crop by smallholder farmers. Farmers are well aware of the lucrativeness of rosella, but scantly aware of the various valuable uses of rosella products when processed. The study therefore recommends that deliberate efforts should be made to assist farmers to grow rosella by availing them with technical support, market information and general facilitation towards successful harnessing the potentials of this crop.