Extensive measurements of various aerosol parameters including single scattering albedo (SSA) were made at various locations over the central Indian region during February 2004 to study their impact on the regional aerosol radiative forcing. An overall increase in the measured value of SSA is noticed (0.75 to 0.9) over the period of this campaign, indicating unequal changes in source strength or removal processes of absorbing and scattering types of aerosols. Diurnally averaged value of direct SW radiative forcing for the region is in the range of -15 to -40 W/m2 at the surface, about 15% lower compared to that over the Bay of Bengal region and 22% higher than over the Arabian Sea. TOA forcing is in the range of +0.7 to -11 W/m2, about 50% lower compared to both these regions. This results in a heating rate of nearly 0.8 K/day for the first 2km in the atmosphere.