diff --git a/components/wifi_provisioning/include/wifi_provisioning/manager.h b/components/wifi_provisioning/include/wifi_provisioning/manager.h
index 417ff3af8e0..c65ed3dfde5 100644
--- a/components/wifi_provisioning/include/wifi_provisioning/manager.h
+++ b/components/wifi_provisioning/include/wifi_provisioning/manager.h
@@ -556,7 +556,8 @@ esp_err_t wifi_prov_mgr_reset_provisioning(void);
 /**
  * @brief   Reset internal state machine and clear provisioned credentials.
  *
- * This API can be used to restart provisioning in case invalid credentials are entered.
+ * This API should be used to restart provisioning ONLY in the case
+ * of provisioning failures without rebooting the device.
  *
  * @return
  *  - ESP_OK      : Reset provisioning state machine successfully
@@ -565,6 +566,23 @@ esp_err_t wifi_prov_mgr_reset_provisioning(void);
  */
 esp_err_t wifi_prov_mgr_reset_sm_state_on_failure(void);
 
+/**
+ * @brief   Reset internal state machine and clear provisioned credentials.
+ *
+ * This API can be used to restart provisioning ONLY in case the device is
+ * to be provisioned again for new credentials after a previous successful
+ * provisioning without rebooting the device.
+ *
+ * @note   This API can be used only if provisioning auto-stop has been
+ *         disabled using wifi_prov_mgr_disable_auto_stop()
+ *
+ * @return
+ *  - ESP_OK      : Reset provisioning state machine successfully
+ *  - ESP_FAIL    : Failed to reset provisioning state machine
+ *  - ESP_ERR_INVALID_STATE : Manager not initialized
+ */
+esp_err_t wifi_prov_mgr_reset_sm_state_for_reprovision(void);
+
 #ifdef __cplusplus
 }
 #endif
diff --git a/components/wifi_provisioning/src/manager.c b/components/wifi_provisioning/src/manager.c
index 1d36a38b0ab..64f445a4750 100644
--- a/components/wifi_provisioning/src/manager.c
+++ b/components/wifi_provisioning/src/manager.c
@@ -1617,3 +1617,52 @@ esp_err_t wifi_prov_mgr_reset_sm_state_on_failure(void)
     RELEASE_LOCK(prov_ctx_lock);
     return err;
 }
+
+esp_err_t wifi_prov_mgr_reset_sm_state_for_reprovision(void)
+{
+    if (!prov_ctx_lock) {
+        ESP_LOGE(TAG, "Provisioning manager not initialized");
+        return ESP_ERR_INVALID_STATE;
+    }
+
+    ACQUIRE_LOCK(prov_ctx_lock);
+
+    esp_err_t ret = ESP_OK;
+    wifi_config_t wifi_cfg_empty = {0};
+    uint8_t restore_wifi_flag = 0;
+
+    if (!prov_ctx->mgr_info.capabilities.no_auto_stop) {
+        ESP_LOGE(TAG, "Execute wifi_prov_mgr_disable_auto_stop() before calling this API");
+        ret = ESP_ERR_INVALID_STATE;
+        goto exit;
+    }
+
+    ret = esp_wifi_set_storage(WIFI_STORAGE_RAM);
+    if (ret != ESP_OK) {
+        ESP_LOGE(TAG, "Failed to set Wi-Fi storage to RAM");
+        goto exit;
+    }
+    restore_wifi_flag |= WIFI_PROV_STORAGE_BIT;
+
+    ret = esp_wifi_set_config(WIFI_IF_STA, &wifi_cfg_empty);
+    if (ret != ESP_OK) {
+        ESP_LOGE(TAG, "Failed to set empty Wi-Fi credentials, 0x%x", ret);
+        goto exit;
+    }
+
+    ret = esp_wifi_disconnect();
+    if (ret != ESP_OK) {
+        ESP_LOGE(TAG, "Failed to disconnect wifi, 0x%x", ret);
+        goto exit;
+    }
+
+    prov_ctx->prov_state = WIFI_PROV_STATE_STARTED;
+    execute_event_cb(WIFI_PROV_START, NULL, 0);
+
+exit:
+    if (restore_wifi_flag & WIFI_PROV_STORAGE_BIT) {
+        esp_wifi_set_storage(WIFI_STORAGE_FLASH);
+    }
+    RELEASE_LOCK(prov_ctx_lock);
+    return ret;
+}
diff --git a/examples/provisioning/wifi_prov_mgr/main/Kconfig.projbuild b/examples/provisioning/wifi_prov_mgr/main/Kconfig.projbuild
index 269ad1866cf..edfee3d98ae 100644
--- a/examples/provisioning/wifi_prov_mgr/main/Kconfig.projbuild
+++ b/examples/provisioning/wifi_prov_mgr/main/Kconfig.projbuild
@@ -96,4 +96,11 @@ menu "Example Configuration"
         default y
         help
             This enables BLE 4.2 features for Bluedroid.
+
+    config EXAMPLE_REPROVISIONING
+        bool "Re-provisioning"
+        help
+            Enable re-provisioning - allow the device to provision for new credentials
+            after previous successful provisioning.
+
 endmenu
diff --git a/examples/provisioning/wifi_prov_mgr/main/app_main.c b/examples/provisioning/wifi_prov_mgr/main/app_main.c
index 9f17dfe1b24..4a5816e0f11 100644
--- a/examples/provisioning/wifi_prov_mgr/main/app_main.c
+++ b/examples/provisioning/wifi_prov_mgr/main/app_main.c
@@ -415,8 +415,13 @@ void app_main(void)
          * This call must be made before starting the provisioning.
          */
         wifi_prov_mgr_endpoint_create("custom-data");
-        /* Start provisioning service */
 
+        /* Do not stop and de-init provisioning even after success,
+         * so that we can restart it later. */
+#ifdef CONFIG_EXAMPLE_REPROVISIONING
+        wifi_prov_mgr_disable_auto_stop(1000);
+#endif
+        /* Start provisioning service */
         ESP_ERROR_CHECK(wifi_prov_mgr_start_provisioning(security, (const void *) sec_params, service_name, service_key));
 
         /* The handler for the optional endpoint created above.
@@ -448,11 +453,27 @@ void app_main(void)
     }
 
     /* Wait for Wi-Fi connection */
-    xEventGroupWaitBits(wifi_event_group, WIFI_CONNECTED_EVENT, false, true, portMAX_DELAY);
+    xEventGroupWaitBits(wifi_event_group, WIFI_CONNECTED_EVENT, true, true, portMAX_DELAY);
 
     /* Start main application now */
+#if CONFIG_EXAMPLE_REPROVISIONING
     while (1) {
-        ESP_LOGI(TAG, "Hello World!");
-        vTaskDelay(1000 / portTICK_PERIOD_MS);
+        for (int i = 0; i < 10; i++) {
+            ESP_LOGI(TAG, "Hello World!");
+            vTaskDelay(1000 / portTICK_PERIOD_MS);
+        }
+
+        /* Resetting provisioning state machine to enable re-provisioning */
+        wifi_prov_mgr_reset_sm_state_for_reprovision();
+
+        /* Wait for Wi-Fi connection */
+        xEventGroupWaitBits(wifi_event_group, WIFI_CONNECTED_EVENT, true, true, portMAX_DELAY);
     }
+#else
+     while (1) {
+         ESP_LOGI(TAG, "Hello World!");
+         vTaskDelay(1000 / portTICK_PERIOD_MS);
+     }
+#endif
+
 }