diff --git a/playground/vite.config.ts b/playground/vite.config.ts
index 9eaeb2d84a5ea6..7569a98db2dca3 100644
--- a/playground/vite.config.ts
+++ b/playground/vite.config.ts
@@ -27,6 +27,9 @@ const config: UserConfig = {
   vueTransformAssetUrls: {
     img: ['src', 'data-src']
   },
+  indexHtmlTransforms: [
+    ({ code }) => code.replace(/Vite App/, 'Vite Playground')
+  ],
   emitManifest: true
 }
 
diff --git a/src/node/build/buildPluginHtml.ts b/src/node/build/buildPluginHtml.ts
index 56ce5d00bf79ba..35a7b2f4034125 100644
--- a/src/node/build/buildPluginHtml.ts
+++ b/src/node/build/buildPluginHtml.ts
@@ -1,8 +1,16 @@
 import { Plugin, RollupOutput, OutputChunk } from 'rollup'
 import path from 'path'
 import fs from 'fs-extra'
-import { isExternalUrl, cleanUrl, isDataUrl } from '../utils/pathUtils'
+import MagicString from 'magic-string'
+import {
+  isExternalUrl,
+  cleanUrl,
+  isDataUrl,
+  transformIndexHtml
+} from '../utils'
 import { resolveAsset, registerAssets } from './buildPluginAsset'
+import { InternalResolver } from '../resolver'
+import { UserConfig } from '../config'
 import {
   parse as Parse,
   transform as Transform,
@@ -11,8 +19,6 @@ import {
   TextNode,
   AttributeNode
 } from '@vue/compiler-dom'
-import MagicString from 'magic-string'
-import { InternalResolver } from '../resolver'
 
 export const createBuildHtmlPlugin = async (
   root: string,
@@ -21,7 +27,8 @@ export const createBuildHtmlPlugin = async (
   assetsDir: string,
   inlineLimit: number,
   resolver: InternalResolver,
-  shouldPreload: ((chunk: OutputChunk) => boolean) | null
+  shouldPreload: ((chunk: OutputChunk) => boolean) | null,
+  config: UserConfig
 ) => {
   if (!indexPath || !fs.existsSync(indexPath)) {
     return {
@@ -31,10 +38,16 @@ export const createBuildHtmlPlugin = async (
   }
 
   const rawHtml = await fs.readFile(indexPath, 'utf-8')
+  const preprocessedHtml = await transformIndexHtml(
+    rawHtml,
+    config.indexHtmlTransforms,
+    'pre',
+    true
+  )
   const assets = new Map<string, Buffer>()
   let { html: processedHtml, js } = await compileHtml(
     root,
-    rawHtml,
+    preprocessedHtml,
     publicBasePath,
     assetsDir,
     inlineLimit,
@@ -91,7 +104,7 @@ export const createBuildHtmlPlugin = async (
     }
   }
 
-  const renderIndex = (bundleOutput: RollupOutput['output']) => {
+  const renderIndex = async (bundleOutput: RollupOutput['output']) => {
     for (const chunk of bundleOutput) {
       if (chunk.type === 'chunk') {
         if (chunk.isEntry) {
@@ -112,7 +125,12 @@ export const createBuildHtmlPlugin = async (
         }
       }
     }
-    return processedHtml
+    return await transformIndexHtml(
+      processedHtml,
+      config.indexHtmlTransforms,
+      'post',
+      true
+    )
   }
 
   return {
diff --git a/src/node/build/index.ts b/src/node/build/index.ts
index 63dbf769e50665..afee3f1b451c80 100644
--- a/src/node/build/index.ts
+++ b/src/node/build/index.ts
@@ -296,7 +296,8 @@ export async function build(options: BuildConfig): Promise<BuildResult> {
     assetsDir,
     assetsInlineLimit,
     resolver,
-    shouldPreload
+    shouldPreload,
+    options
   )
 
   const basePlugins = await createBaseRollupPlugins(root, resolver, options)
@@ -443,7 +444,7 @@ export async function build(options: BuildConfig): Promise<BuildResult> {
 
   spinner && spinner.stop()
 
-  const indexHtml = emitIndex ? renderIndex(output) : ''
+  const indexHtml = emitIndex ? await renderIndex(output) : ''
 
   if (write) {
     const printFilesInfo = async (
diff --git a/src/node/config.ts b/src/node/config.ts
index da45fddb5fb446..8ca65b75edcae6 100644
--- a/src/node/config.ts
+++ b/src/node/config.ts
@@ -22,7 +22,11 @@ import {
 } from './build/buildPluginEsbuild'
 import { Context, ServerPlugin } from './server'
 import { Resolver, supportedExts } from './resolver'
-import { Transform, CustomBlockTransform } from './transform'
+import {
+  Transform,
+  CustomBlockTransform,
+  IndexHtmlTransform
+} from './transform'
 import { DepOptimizationOptions } from './optimizer'
 import { ServerOptions } from 'https'
 import { lookupFile } from './utils'
@@ -114,6 +118,10 @@ export interface SharedConfig {
    * Custom file transforms.
    */
   transforms?: Transform[]
+  /**
+   * Custom index.html transforms.
+   */
+  indexHtmlTransforms?: IndexHtmlTransform[]
   /**
    * Define global variable replacements.
    * Entries will be defined on `window` during dev and replaced during build.
@@ -431,6 +439,7 @@ export interface Plugin
     UserConfig,
     | 'alias'
     | 'transforms'
+    | 'indexHtmlTransforms'
     | 'define'
     | 'resolvers'
     | 'configureServer'
@@ -607,6 +616,10 @@ function resolvePlugin(config: UserConfig, plugin: Plugin): UserConfig {
       ...config.define
     },
     transforms: [...(config.transforms || []), ...(plugin.transforms || [])],
+    indexHtmlTransforms: [
+      ...(config.indexHtmlTransforms || []),
+      ...(plugin.indexHtmlTransforms || [])
+    ],
     resolvers: [...(config.resolvers || []), ...(plugin.resolvers || [])],
     configureServer: ([] as ServerPlugin[]).concat(
       config.configureServer || [],
diff --git a/src/node/server/serverPluginHtml.ts b/src/node/server/serverPluginHtml.ts
index a84a8a17ad9b22..8f12b3fb5a3449 100644
--- a/src/node/server/serverPluginHtml.ts
+++ b/src/node/server/serverPluginHtml.ts
@@ -2,7 +2,12 @@ import { rewriteImports, ServerPlugin } from './index'
 import { debugHmr, ensureMapEntry, importerMap } from './serverPluginHmr'
 import { clientPublicPath } from './serverPluginClient'
 import { init as initLexer } from 'es-module-lexer'
-import { cleanUrl, readBody, injectScriptToHtml } from '../utils'
+import {
+  cleanUrl,
+  readBody,
+  injectScriptToHtml,
+  transformIndexHtml
+} from '../utils'
 import LRUCache from 'lru-cache'
 import path from 'path'
 import chalk from 'chalk'
@@ -24,6 +29,12 @@ export const htmlRewritePlugin: ServerPlugin = ({
 
   async function rewriteHtml(importer: string, html: string) {
     await initLexer
+    html = await transformIndexHtml(
+      html,
+      config.indexHtmlTransforms,
+      'pre',
+      false
+    )
     html = html.replace(scriptRE, (matched, openTag, script) => {
       if (script) {
         return `${openTag}${rewriteImports(
@@ -45,7 +56,13 @@ export const htmlRewritePlugin: ServerPlugin = ({
         return matched
       }
     })
-    return injectScriptToHtml(html, devInjectionCode)
+    const processedHtml = injectScriptToHtml(html, devInjectionCode)
+    return await transformIndexHtml(
+      processedHtml,
+      config.indexHtmlTransforms,
+      'post',
+      false
+    )
   }
 
   app.use(async (ctx, next) => {
diff --git a/src/node/transform.ts b/src/node/transform.ts
index bb9782a3b814ce..8fd50bfd3fa005 100644
--- a/src/node/transform.ts
+++ b/src/node/transform.ts
@@ -49,6 +49,26 @@ export interface Transform {
   transform: TransformFn
 }
 
+export interface IndexHtmlTransformContext {
+  code: string
+  isBuild: boolean
+}
+
+export type IndexHtmlTransformFn = (
+  ctx: IndexHtmlTransformContext
+) => string | Promise<string>
+
+export type IndexHtmlTransform =
+  | IndexHtmlTransformFn
+  | {
+      /**
+       * Timing for applying the transform.
+       * @default: 'post'
+       */
+      apply?: 'pre' | 'post'
+      transform: IndexHtmlTransformFn
+    }
+
 export type CustomBlockTransform = TransformFn
 
 export function createServerTransformPlugin(
diff --git a/src/node/utils/transformUtils.ts b/src/node/utils/transformUtils.ts
index 761c50360a2fb4..34280a019c92d4 100644
--- a/src/node/utils/transformUtils.ts
+++ b/src/node/utils/transformUtils.ts
@@ -1,3 +1,5 @@
+import { IndexHtmlTransform } from '../transform'
+
 export async function asyncReplace(
   input: string,
   re: RegExp,
@@ -27,3 +29,25 @@ export function injectScriptToHtml(html: string, script: string) {
   // if no <head> tag or doctype is present, just prepend
   return script + html
 }
+
+export async function transformIndexHtml(
+  html: string,
+  transforms: IndexHtmlTransform[] = [],
+  apply: 'pre' | 'post',
+  isBuild = false
+) {
+  const trans = transforms
+    .map((t) => {
+      return typeof t === 'function' && apply === 'post'
+        ? t
+        : t.apply === apply
+        ? t.transform
+        : undefined
+    })
+    .filter(Boolean)
+  let code = html
+  for (const transform of trans) {
+    code = await transform!({ isBuild, code })
+  }
+  return code
+}
diff --git a/test/test.js b/test/test.js
index 23c9525c02819a..5aee0bcb6cd97a 100644
--- a/test/test.js
+++ b/test/test.js
@@ -832,7 +832,7 @@ describe('vite', () => {
     declareTests(false)
 
     test('hmr (index.html full-reload)', async () => {
-      expect(await getText('title')).toMatch('Vite App')
+      expect(await getText('title')).toMatch('Vite Playground')
       // hmr
       const reload = page.waitForNavigation({
         waitUntil: 'domcontentloaded'
@@ -841,12 +841,12 @@ describe('vite', () => {
         content.replace('Vite App', 'Vite App Test')
       )
       await reload
-      await expectByPolling(() => getText('title'), 'Vite App Test')
+      await expectByPolling(() => getText('title'), 'Vite Playground Test')
     })
 
     test('hmr (html full-reload)', async () => {
       await page.goto('http://localhost:3000/test.html')
-      expect(await getText('title')).toMatch('Vite App')
+      expect(await getText('title')).toMatch('Vite Playground')
       // hmr
       const reload = page.waitForNavigation({
         waitUntil: 'domcontentloaded'
@@ -855,7 +855,7 @@ describe('vite', () => {
         content.replace('Vite App', 'Vite App Test')
       )
       await reload
-      await expectByPolling(() => getText('title'), 'Vite App Test')
+      await expectByPolling(() => getText('title'), 'Vite Playground Test')
     })
 
     // Assert that all edited files are reflected on page reload