An experimental study has been carried out to analyze the effect of inclined ribs used as roughness element on heat transfer along its friction characteristics. The roughness parameters include relative roughness pitch (P/e) ranges from 4–16, relative roughness height (e/D_h) ranges from 0.021–0.043 and angle of attack (α) ranges from 30° to 75°. The Reynolds number (Re) lies in the range of 4500–28000. The heat transfer and friction factor data obtained from the experiment and it is compared with the data obtained from smooth duct under the same conditions. Considerable augmentation was observed in heat transfer and friction over the smooth duct. Correlation was also developed for Nusselt number (Nu) and friction factor (f) as a function of roughness and flow parameter.