The strength of β titanium alloys can be increased up to 20 % via inducing martensitic transformations under plastic deformation, without compromising on other properties such as ductility. Tailoring such transformations for various alloy compositions and deformation temperatures may be performed with the aid of thermodynamic computations. A thermodynamic framework is presented to control Plasticity induced transformations in titanium alloys, and its application in developing novel alloys subjected to various deformation schemes is presented. The prospects of developing a new family of metastable β alloys displaying improved strength/ductility relationships via plasticity induced transformation effects is outlined.