Experimental investigation on the heat transfer and friction characteristics of rib-grooved artificial roughness on one broad heated wall of a large aspect ratio duct shows that Nusselt number can be further enhanced beyond that of ribbed duct while keeping the friction factor enhancement low. The experimental investigation encompassed the Reynolds number range from 3000 to 21,000; relative roughness height 0.0181-0.0363; relative roughness pitch 4.5-10.0, and groove position to pitch ratio 0.3-0.7. The effect of important parameters on the heat transfer coefficient and friction factor has been discussed and the results are compared with the results of ribbed and smooth duct under similar flow conditions. The present investigation clearly demonstrates that the heat transfer coefficient for rib-grooved arrangement is higher than that for the transverse ribs, whereas the friction factor is slightly higher for rib-grooved arrangement as compared to that of rectangular transverse ribs of similar rib height and rib spacing. The conditions for best performance have been determined. Correlations for Nusselt number and friction factor have been developed that predict the values within reasonable limits. (c) 2005 Elsevier Ltd. All rights reserved.