The present paper investigates the turbulent flow and heat transfer of non-Newtonian aqueous solution of Carboxymethyl cellulose (CMC) and CuO nanoparticles in a plain tube and also tube with twisted tape inserts. The aqueous solution of CMC and CuO/CMC nanofluid show a shear-thinning (pseudo-plastic) rheological behavior, resulting in a higher viscosity than that of water. The consistency index and the power law index are evaluated based on available experimental data. The single phase approach with temperature dependent thermo-physical properties is applied to simulate the nanofluid flow and heat transfer. Simulation results are presented at different nanoparticle concentrations and twisted tape ratios. Only an axial flow is identified in the plain tube whereas both axial and swirl flows are detected in the tube with twisted tape inserts. The turbulence kinetic energy in the tube with twisted tapes is significantly higher than that in the plain one, which is useful for non-Newtonian fluid with higher viscosity. Also, the temperature fields in the tube with twisted tapes are disturbed relative to those in the plain one, due to stronger turbulence intensity and better fluid mixing. Higher amounts of nanoparticles concentration and lower twist ratios, giving maximum values of total efficiency, display the advantage of using non-Newtonian nanofluid in the tube with twisted tape inserts rather than non-Newtonian base fluid in the plain one. (C) 2019 The Society of Powder Technology Japan. Published by Elsevier B.V. and The Society of Powder Technology Japan. All rights reserved.