An experimental investigation of heat transfer augmentation and friction characteristics of fully developed turbulent flow in a rectangular duct of solar air heater with absorber plate having V-shaped wire ribs as artificial roughness on its underside is carried out. The investigation covers wide range of different parameters of wire ribbed roughness: relative roughness pitch (p/e) from 10 to 40, relative roughness height (e/Dh) from 0.01 to 0.04 and angle of attack of flow from 20° to 90°. Duct aspect ratio (W/B) is kept 5 and Reynolds number (Re) is varied from 2,500 to 8,500. The heat transfer and friction factor values obtained are compared with those of smooth duct under similar flow conditions. Expressions are developed for Nusselt number and friction factor for the roughness geometry. Enhancement of Nusselt number and friction factor for roughened duct are 1.5 and 2.7 times of smooth duct respectively.