Genetically modified organisms (GMO’s) refer to plants and animals containing genes transferred from other species to produce certain characters such as resistance to pest, disease and drought etc. There are controversies in GM crops production and consumption, apart from that it’s useful to know the consumer awareness and preferences is essential for policy development towards the production and consumption of GM crops. This paper analyzes the consumer awareness and preferences of genetically modified crops in Coimbatore district of Tamil Nadu, India. Apart from consumer survey, the probit model was used to analyze the willingness and non-willingness of the consumption of GM crops. The results showed that the consumer preferences towards GM crops is positive and about more than 50 % of the sample respondents are willing to consume GM crops if the government approved. Yet, there are many challenges ahead for the scientists and governments, especially in the areas of safety testing, regulation and food labeling.