This paper presents the study of fluid flow and heat transfer in a solar air heater by using Computational Fluid Dynamics (CFD) which reduces time and cost. Lower side of collector plate is made rough with metal ribs of circular, square and triangular cross-section, having 60 degrees inclinations to the air flow. The grit rib elements are fixed on the surface in staggered manner to form defined grid. The system and operating parameters studied are: e/D(h) = 0.044, p/e = 17.5 and l/s = 1.72, for the Reynolds number range 3600-17,000. To validate CFD results, experimental investigations were carried out in the laboratory. It is found that experimental and CFD analysis results give the good agreement. The optimization of rib geometry and its angle of attack is also done. The square cross-section ribs with 58 angle of attack give maximum heat transfer. The percentage enhancement in the heat transfer for square plate over smooth surface is 30%. (C) 2009 Elsevier Ltd. All rights reserved.