Introduction: Safe blood is defined as blood from voluntary and non- remunerated blood donors.1 Today, 6.22 million units (73%) of the 8.5 million units required in India annually, are from relative and professional donors who under pressure, can hide their high-risk status, including diseases in window period.[2],[3] Unawareness, misconceptions and myths act as hindering factors in voluntary blood donation.[4],[5] This pilot research project was carried out to explore knowledge, attitudes and practices (KAP) of hospital visitors towards blood donation in central India. Objectives: The objectives of this study were: 1. To know the motivating factors and misconceptions regarding blood donation in a selective population i.e., the hospital visitors. 2. To examine the basis of their decisions regarding participation in blood donation activities in the hospital and community. 3. To develop basic data for large population based survey of the region, for the same. Settings and Design: This was a case control pilot study carried out at Kasturba Hospital Sevagram, a rural tertiary care center of central India. Methodology: For this study 100 hospital visitors were recruited, of which 50 had donated blood in their life (consecutive donor cases) and 50 were non-donors (Age, gender and education matched controls). A questionnaire was developed by taking partial help of previous studies in Asia region4-6 and it was validated for our needs, by testing it on medical colleagues and then on random hospital visitors. A written interview was done with all the participants to assess their KAP. Statistical Analysis: SPSS 15 and Microsoft excel software were used to compare KAP of two sets of study population by using univariate and multivariate analytical tools mainly percentages. Evaluation of P value was also done by Fisher exact test/Chi square test/Phi value/Z test where ever appropriate. Results: The majority of participants were in age group of 20-29 years (44%) and only 2% participants were females. A total of 72% had attained education up to intermediate level and above that. Both of the populations had good knowledge regarding qualities of blood donors, process of donation and attributes of stored blood units, like required body weight, age limit, amount of blood drawn, shelf-life of blood and also some causes of donor deferral. But there was a general lack of awareness regarding minimum hemoglobin level required, types and uses of blood products, screening tests done after collection of blood. While donors had better knowledge of duration of donation process, non-donors had better knowledge of transmission of various infectious diseases through blood transfusion. Although, positive attitudes were found in both groups, however both groups believed that patients' relatives should be asked first, for blood donation. 62% donors donated blood only once, which too in relative-donor category, however there was a significant difference in both populations on willingness to donate. The most effective motivational factor for repeated blood donation was found to be possibility of future need of blood for oneself and own family; others being inspiration by television and friends, or a blood bank/hospital campaign. The most common reason for not donating blood was nobody approached them to realize the need of blood donation. Conclusions: Good knowledge and positive attitudes in both the study-populations are unable to motivate for actual blood donation. Use of social and mass media, creating donation opportunities and removing wrong beliefs in general population emerged out as workable strategies for increasing voluntary blood donation. Implication: Report of this pilot project will be helpful in designing a more elaborate survey of general population and thus a more efficient and targeted motivational campaign for voluntary blood donation.