Wetlands in India perform important role in terms of providing life sustenance to poor people and roof of habitat for numerous biodiversity. However, the fragile ecosystem is under threat to over-use and lost their non-use benefits. The study taking the case of a Kachan wetland, Uttardinajpur (West Bengal) which provides important policy signals regarding the conservation and management of natural resources. Using Contingent Valuation Method (CVM) people’s Willingness to Pay (WTP) for protection and conservation of Kachan has been measured. Results showed around 49 percent of household respondents were WTP for its conservation. Using binary logistic model, the study demonstrated the sensitivity of socio-economic and other characteristics (like education, income, earning from wetland and shift from wetland) on WTP. The study also worked out average WTP of Rs. 286 per year for wetland conservation which indicated that rural wetlands have substantial conservation value. The results of the study will help decision makers to design enhancement programmes for per se and other natural resources.