Flexible magnetic composite materials were prepared by incorporating precharacterized nickel ferrite nanoparticles in a natural rubber matrix. The complex dielectric permittivity and magnetic permeability of the composites were measured at different microwave frequencies using the cavity perturbation technique. A steady increase in dielectric permittivity was observed with increase in filler concentration. Maxwell-Garnett mixture equations were employed to model the effective permittivity and permeability of the composite. Reflection loss was estimated by employing the model of single layer absorber backed with a perfect conductor. Reflection loss minima of -5.9 dB at 3.2 GHz for 12 mm thick rubber ferrite composite sheet is obtained in the S-band while a loss up to -16 dB could be achieved at 9.5 GHz in the X-band. (C) 2009 Elsevier B.V. All rights reserved.