Introduction. Planting time is considered as one of the most important factors for successful strawberry cultivation. Traditionally, under north-Indian plains, strawberry is planted after the second week of October, which results in the availability of fruits for a month or so. With the use of plasticulture techniques, the planting time can be enhanced, which facilitates early and higher production, and enhances availability of the fruit for a longer period. Mulching is the most important cultural practice in strawberry, which influences plant growth, fruit yield and quality. Hence, studies were conducted to determine the influence of planting time and mulching on growth, flowering and fruiting behaviour, yield and quality of strawberry in northern plains of India. Materials and methods. Studies were conducted on ‘Chandler’ strawberry with three planting times (mid-September, mid-October and mid-November) as the main effect and three mulching materials (black polyethylene, clear polyethylene and paddy straw) as the sub-main effect in a split-plot design with three replications. Standard procedures were adopted for making observations on plant growth parameters, flowering and fruiting behaviour, yield and quality parameters under different treatment combinations. Results and discussion. Mid-September planting favoured vigorous growth, enhanced flowering and fruiting, which resulted in the production of the largest fruits and highest yield of the best quality. Among the three different mulch materials, plants mulched with black polyethylene had the best growth, fruit weight, yield and quality compared with those mulched with clear polyethylene or paddy straw mulch. The [planting time × mulching] interaction was also found to be significant for all measured parameters. Conclusion. Our study revealed that, in northern plains of India, to get an early and high yield of the best quality under a micro-irrigation system, Chandler strawberry could be planted in mid-September if mulched with black polyethylene.