The roots and shoots of Gentiana kurroo Royle are rich sources of gentiopicroside (GPD). The plant is used traditionally for curing many metabolic diseases. The exploitation of G. kurroo in its native habitat has placed the plant on the critically endangered list of plants in India. One of the ways of creating an alternative source of G. kurroo is through in vitro propagation. Although a number of in vitro propagation methods for G. kurroo exist, there are no studies that have optimized methods for rapid in vitro shoot production and the production of GPD. The objective of this study was to develop an effective in vitro shoot multiplication system of G. kurroo. Furthermore, the influence of solid and liquid induction media were investigated. Shoots were regenerated from embryogenic callus and transferred to solid and liquid Murashige and Skoog (MS) and Gamborg (B5) media fortified with various concentrations of BA containing different auxins. It was observed that the liquid medium produced a higher number of shoots than the solid media. MS supplemented with BA (2 mg/L) and IAA (0.5 mg/L) produced 5.58 shoots per explant on the solid medium, while 16 shoots per explant was obtained in the liquid medium. High-Performance Liquid Chromatography (HPLC) analysis of in vitro shoots grown in the liquid medium produced 9.13 mg/g dry weight (DW) of GPD which is seven-fold higher than that of naturally growing plant shoots. The in vitro protocol for G. kurroo developed in this study may be used for industrial production of GPD. © 2021, The Author(s), under exclusive licence to Springer Science+Business Media, LLC, part of Springer Nature.