This work reports a rapid, efficient and economical synthesis of nickel oxide nanorods via microwave assisted method. The synthesis of nickel oxide nanorods has been achieved by using nickel (II) acetate as a precursor in 1,4-butanediol as a solvent under microwave irradiation within few minutes eliminating the need of conventionally used fuels and capping agents. It was observed that 1,4-butanediol plays multiple roles in the synthesis such as solvent, reactant, promoter and capping agent. The prepared nickel oxide nanorods were characterized using different techniques like XRD, FEG-SEM, EDS, TEM and FT-IR. Furthermore the application of synthesized NiO nanorods as a catalyst for the synthesis of substituted benzimidazole, benzoxazole and benzothiazole has been studied. Excellent yields of respective products under mild reaction conditions suggest a big potential for the synthesized NiO nanorods. (C) 2014 The Society of Powder Technology Japan. Published by Elsevier B.V. and The Society of Powder Technology Japan. All rights reserved.