Novopokrovskaya is a rural locality situated in the Krasnodar Krai region of Russia. It serves as the administrative center of the Novopokrovsky District and is located along the banks of the Yeya River.
According to census data, the population of the settlement has remained relatively stable over several decades. The 2010 census recorded a population of 19,684 people, following figures of 19,095 in 2002 and 18,643 during the 1989 Soviet census.