Euploca wightiana P.Javad & Ancy sp. nov., a new species of the family Heliotropiaceae is described from the Coimbatore district of South India. Morphologically, it is close to Euploca marifolia but differs in having erect (versus prostrate) habit, stem woody throughout (versus stem woody only at base) with dense hairs (versus sparsely hairy), oblong leaves (versus lanceolate) with obtuse apex (versus acute), inflorescence with distantly placed flowers (versus inflorescence with closely placed flowers), a 0.6 mm long cylindrical style (versus style less than 0.3 mm long), a unifid, capitate stigma (versus bifid, conical) and densely hirsute nutlets (versus minutely hairy or glabrous). Detailed descriptions, photo plates, and distribution maps are provided. Differences from morphologically allied congeners are discussed. The status of the new species is provisionally assessed here as ‘critically endangered (CR)' following the IUCN red list categories and criteria.