ABSTRACT Potato ranks fourth in production among food crops after wheat, rice and and maize in Pakistan. Although Potato production in Pakistan has increased many folds but it’s per hectare yield is low as compared to main potato growing countries. The use of fast food is increasing day by day, which will enhance the utilization of potato as processed product. New processing industries are being developed in Pakistan during recent years. The non-availability of quality raw material for processing is a major impediment for the growth of potato industry. In Pakistan more number of most desired varieties for processing with good yield and shelf life will decrease over dependence on a single or two potato varieties for this speedy growing industry, and thus maintain accessibility and quality of raw materials. At present no local variety has been developed with desirable characteristics for commercial cultivation to fulfill the needs of processing units in the country. Improvement and encouragement of cultivars with good storability and processing potential could supply a safe guard to additional realized during glutted assembly seasons, thereby falling post-harvest losses and enhancing the stakeholders’ income. Keeping these in view, the present work was carried out to select new potato varieties with desirable characters for sustainable good yield, nutritional quality, storability, fresh marketing, and chipping, frying, boiling and baking. Thirty two genotypes including standard varieties grown in Pakistan (Desiree, Cardinal and Diamond) were evaluated for the obvious aspects at National Agricultural Research Centre, Islamabad. The results of the present research endeavors showed significant differences with respect to various characteristics among genotypes. Yield was comparatively higher in the genotype 394021-120. The processing/quality assessments indicated that the starch and dry matter was maximum and the reducing sugar was minimum in NARC 1-2006/1, though the highest protein content was in NARC 1-2006/2. The correlation study illustrated that dry matter had negative correlation with reducing sugar. The longest dormancy period was shown by 393574-61 in ambient storage and least total weight loss was observed in 393574-72. In cold storage the genotype 393574-61 was superior to other genotypes, showing minimum total weight loss. As far as sensory characteristics are concern, panelists scores shows that genotype 394055-40 in boiled & baked potato and VR 90-217 in chips, VR 90-217 and NARC 1-2006/1 in French fry were found better. In the present trial, on the basis of their overall better performance in all aspects varieties 394021-120, NARC 1-2006/1, 393574-61, VR 90-217, NARC 2002-1 and 9625 are considered suitable for good yield, fresh marketing, storability and processing, to enhance farmer’s income and cope with demands of the industry.