Varietal differences with respect to yield losses due to whitefly, Bemisia tabaci Genn. attack were observed at the “sooty-mould level” and “economic threshold (ET) level” of infestation. At the peak infestation level leading to sooty-mould development, the losses varied from 21.7 to 31.8% in boll numbers, 10.3 and 23.7% in boll-weight; 25.9 and 48.9% in seed cotton yield; 12.4 and 153% in seed oil and 29.4 and 66.5% in seed germination among the group of promising new cultures viz., LK 861, LPS 141 and L 389 and other group of commonly cultivated varieties viz., JKHY 1, MCU 5 and ADB 10050, respectively. Besides, the fibre qualities like length, strength, fineness and maturity were also found to be adversely affected.