Cd 1-x Ni x S (x = 0.00, 0.03, 0.05, 0.10) nanorods were synthesized by solvothermal method. Structural, compositional, morphological, optical, and magnetic studies of the undoped and doped CdS nanorods were carried out using, respectively, XRD, EDAX, TEM, HRTEM, SAED, UV-visible, PL, VSM. XRD confirm the formation of hexagonal wurtzite structure of undoped and Ni-doped CdS nanorods with varying crystallite size from 23.79 to 13.93 nm. The EDAX spectra show no extra impurity elements. UV-visible analysis, using Tauc's relation, reveal blue shift. PL spectra show that green emission is prominent in case of undoped and Ni-doped nanorods. Rod-like morphology has been confirmed by TEM. VSM confirms the ferromagnetic nature of the nanorods as well as the influence of Ni-doping.