Purpose – This study initially aims to identify the barriers to the big data analytics (BDA) initiative and further evaluates the barriers for knowing their interrelations and priority in improving the performance of manufacturing firms.

Design/methodology/approach – A total of 15 barriers to BDA adoption were identified through literature review and expert opinions. Data were collected from three types of industries: automotive, machine tools and electronics manufacturers in India. The grey-decision-making trial and evaluation laboratory (DEMATEL)
method was employed to explore the cause–effect relationship amongst barriers. Further, the barrier’s influences were outranked and cross-validated through analytic network process (ANP).

Findings – The results showed that “lack of data storage facility”, “lack of IT infrastructure”, “lack of organisational strategy” and “uncertain about benefits and long terms usage” were most common barriers to adopt BDA practices in all three industries.

Practical implications – The findings of the study can assist service providers, industrial managers and government organisations in understanding the barriers and subsequently evaluating interrelationships and ranks of barriers in the successful adoption of BDA in a manufacturing organisation context.

Originality/value – The paper is one of the initial efforts in evaluating the barriers to BDA in improving the performance of manufacturing firms in India.