Euploca wightiana P. Javad & A. A. Ancy sp. nov., a new species of the family Heliotropiaceae is described from Coimbatore district of South India. Morphologically it is similar to Euploca marifolia but differs in being perennial; erect woody stem with dense hirsute hairs; oblong leaves with obtuse apex; inflorescence with distantly placed flowers; long, cylindrical style with unifid, capitate stigma and densely hirsute nutlets. The species remained misidentified in herbaria for long. Detailed description, photo plates and distribution maps are provided. Morphological differences with relevant species are discussed. The status of the new species is provisionally assessed here as ‘endangered’ according to IUCN Red List Categories and Criteria.