The sowing window and genotype selection play a vital role in optimising the growth, phenology and productivity of chia (Salvia hispanica L.) under semi-arid conditions. A field experiment was conducted during the kharif-rabi seasons of 2023 and 2024 at M block, All India Coordinated Research Network (AICRN) on potential crops, University of Agricultural Sciences, Gandhi Krishi Vigyan Kendra, Bengaluru, using 14 treatment combinations arranged in a factorial randomised complete block design (FRCBD) with three replications. Two genotypes (black and white chia) were evaluated across seven sowing windows from the 2nd fortnight (FN) of July to the 2nd FN of October. Black chia recorded significantly higher seed yield (SY) (1217.441 kg ha-1) along with improved seed yield per plant (SYP) (15.614 g), number of inflorescences (NS) per plant (23.098) and inflorescence length (SL) (18.699 cm). Among sowing windows, the 1st FN of August sowing recorded a higher SY (1325.915 kg ha-1), SYP (17.013 g), NS (24.722 plant-1) and SL (20.324 cm). Early sowing extended crop duration, with the 2nd FN of July requiring 132.01 days to reach physiological maturity, whereas delayed sowing during the 2nd FN of October shortened crop duration to 98.27 days, indicating accelerated phenological progression under comparatively lower temperature and shorter photoperiod. The research results indicate that cultivation of black chia during 1st FN of August is the most suitable strategy for achieving higher productivity under the semi-arid conditions of Bangalore.