Promoting a fish as a flagship species (i.e. a charismatic animal that promotes awareness) is a management tool to improve the effectiveness of conservation measures. However, to be successful this approach requires strong stakeholder support. To investigate the feasibility of the flagship species approach and degree of stakeholder support in India, semi-structured interviews were conducted with forest managers, anglers and village members in Uttarakhand. Stakeholders were supportive of the flagship approach and the golden mahseer was favoured because of economic benefits associated with recreational angling.