<p>This study investigates the effects of single profile multi v-cut twisted tape inserts on the heat transfer rate (Nu), friction factor (f), and performance evaluation criteria (PEC) in a double-pipe heat exchanger. Water was used as the working fluid, with tests conducted at Reynolds numbers (Re) ranging from 5500 to 10,000. The uncertainties associated with the relevant parameters were carefully considered during the experimental analysis. The results showed that both the Nusselt number (Nu) and friction factor (f) increased with the number of v-cuts on the twisted tape inserts. The configuration with six v-cuts resulted in maximum increases of 147% for Nu, and 191.62% for ‘f’. However, the performance evaluation criteria (PEC) reached an optimum at four v-cuts and decreased beyond that point. Regression analysis was used to develop correlations for ‘Nu’ and ‘f’, considering the Reynolds number (Re), Prandtl number (Pr), and number of v-cuts (<i>n</i>) on the twisted tape insert. The correlations were able to predict ‘Nu’ and ‘f’ within a ± 10% range, indicating good agreement between the models and experimental data. The study found that twisted tape inserts with v-cuts are more advantageous at lower Re values within the turbulent flow region, where the benefits of enhanced heat transfer are more pronounced. Additionally, total generated entropy (<i>S</i>_{gen, total}) was inversely proportional to the number of v-cuts, with the lowest value of 0.2219 observed for the six v-cut configuration at Re = 10,000. In conclusion, the study establishes that the heat transfer rate and friction factor are directly proportional to the number of v-cuts. However, while PEC initially increase with the number of v-cuts, it begins to decrease after a certain point due to the dominance of friction factor over the ‘Nu’.</p>