Aim of present communication is to inspect the impact of induced magnetic field and entropy generation on water based nanofluid. The thermal characteristic of nanofluids are explored using copper and titanium nanoparticles. The governing physical problem is modelled and by using scaling group of transformations. Obtained system of coupled nonlinear partial differential equations is converted into set of ordinary differential equations. These equations are solved numerically using implicit finite difference scheme. Entropy generation analysis is carried out to measure the disorder within the thermodynamical system. Effect of nanoparticles volume fraction on magnetic field components, skinfriction and local heat flux are computed and discussed in a physical manner. It is examined that magnetic field parameter reduces wall stress while it increases rate of heat transfer at surface. Local heat flux accelerate with increasing nanoparticles volume fraction. TiO2 water based nanofluid showed better results for heat transfer than Cu water based nanofluid. (C) 2017 The Society of Powder Technology Japan. Published by Elsevier B.V. and The Society of Powder Technology Japan. All rights reserved.