In this research work, palm seed power (0–9 wt%, step of 3%; four composites sample, namely P0, P3. P6, P9) were used to reinforce master batch of friction composite materials containing phenolic resin binder, steel swarf fibre, cashew, alumina, graphite, copper and zinc. The fabrications were as per standard industrial practice via hot compression moulding route. Thereafter, samples were cut and characterized for their tribological characteristics on specifically designed braking dynamometer using grey cast iron disc as per TS 555 and TS 9076 standards. Physical and mechanical properties such as hardness and density of the samples were also determined. Further, multi-criteria-decision-making like Preference Selection Index methods are used to ascertain ranking of material alternatives based on performance criteria. Both the subjective analysis and PSI output are in agreement with each other. Hence, such techniques often found suitable for decision-making or ranking of materials alternatives when performance criteria are of conflicting in nature.