Beauveria bassiana, a potential entomopathogenic biocontrol agent, has recently drawn attention worldwide for its other additional beneficial roles such as plant disease antagonist, beneficial rhizosphere colonizer, plant growth promoter and an endophyte. In the present study, endophytic colonizing behaviour of five (5) B. bassiana isolates viz., Bb4, Bb16, Bb25, Bb44 and Bb53 were studied in rice following three (3) artificial inoculation techniques viz., seed treatment, root inoculation and foliar spray and the endophytic colonizing ability were determined by culture-based assay. After B. bassiana inoculation, rice plants were challenged with Rhizoctonia solani and disease incidence and plant growth promotion were assessed. Per cent colonization of rice stems, leaves and roots were influenced by inoculation technique, post-inoculation time (7th, 14th, 21st and 28th dpi) and plant growth medium (sterile soil, non-sterile soil), recorded maximum on 14th-day post-inoculation (dpi) i.e., 96% in stems, 92% in leaves and 28% in roots, whereas, lower colonization was recorded on 7th, 21st and 28th dpi. Whereas, the foliar spray was found best as compared to seed and root inoculation techniques, and maximum fungal recovery was observed in stems and leaves and least in roots. Upon colonization, the physical presence of B. bassiana in rice was localized by light microscopy-based studies. Potential B. bassiana strains with endophytic ability were re-isolated and their identity was determined based on morphometric and PCR-based techniques. Further, the present study also identified several virulent genes viz., BbChit1, Cdep1, Bbhog1 and Bbjen1 and extracellular hydrolytic enzymes viz., α-amylase, cellulase, lipase, pectinase and xylanase secreted by endophytic B. bassiana strains as determinants responsible for establishing the endophytic association in rice. On the other hand, a significant reduction in disease incidence was observed in the endophytic B. bassiana Bb4-, Bb16- and Bb44-inoculated plants as compared to the non-endophytic B. bassiana Bb25- and Bb53-inoculated plants along with enhanced plant growth promotion. This is one of the few studies investigating the colonization of B. bassiana in rice and its promising role as a plant disease antagonist and plant growth promoter in rice.