Nickel ferrite (Ni-Fe2O4) nanorods were synthesized employing a simple chemical reduction method. Reducing agent (NaBH4) influence on structural, morphological and magnetic properties of NiFe2O4 nanorods was investigated. XRD results clearly revealed the presence of inverse cubic spinel nickel ferrite structure characteristic peaks and confirmed the site inversion of inverse spinel structure of Fe3+ tetrahedral A site and Ni2+ octahedral B site. The observed Raman characteristic peak at 488 and 683cm−1 were corresponded to E1g and A1g mode whereas A and B site respectively corresponded to tetrahedral and octahedral site of NiFe2O4 inverse spinel structure. The obtained PL peaks at 530 and 542nm were attributed to the emission spectra of Fe3+ ions in site A of inverse spinel structure and Ni2+ ions in site B of inverse spinel structure respectively. SEM result clearly revealed that increase in NaBH4 concentration had remarkable impact on nanorods formation, nano-octahedron structure, homogeneity and regularity of Ni-Ferrites. VSM studies clearly revealed the soft ferromagnetic nature of NiFe2O4 and increase in NaBH4 concentration further induced raise in metal cations concentration in A- and B- site which might impact the resultant magnetization of ferrites.