The research work analyzed the impact of insertion of the V down perforated baffles in the performance of the channel flow. The test apparatus is created, and all experimentation completed in the test rig and the information gathered for Nusselt number and friction factor for distinctive arrangement of roughness parameters. The test results demonstrate the critical improvement in both the Nusselt number and friction factor of the roughened channel over the smooth conduit. The open area ratio has a significant effect on the performance parameters, and it was found that there is a significant decrement in the pressure drop with an increase in the open area ratio. Preference selection method implied on performance prediction of roughened channel with a distinctive arrangement of roughness parameters, configurations using different PDCs including Nusselt number ratio, friction factor ratio, thermo hydraulic performance factor, thermal efficiency, effective efficiency and exergetic efficiency, respectively. The results of PSI (Preference selection index) show that the optimal formulation among all the configurations is with an open area ratio (beta): 12%, relative roughness pitch (P/e): 2 and relative roughness height (e/H): 0.4. (C) 2015 Elsevier Ltd. All rights reserved.