Purpose This study aims to analyze the adoption of open access (OA) publishing in social sciences within central universities in India, focusing on various aspects such as the growth of OA literature, the use of different OA routes and collaboration patterns in OA publications. Design/methodology/approach Ten central universities were selected based on their rankings in the National Institute Ranking Framework 2022. Data on OA publishing in social sciences were collected from the Social Science Citation Index of the Web of Science (WoS) database using the advanced search query “(CU=India OR AD=India) AND PY=(2003–2022) NOT PY=(2023).” Data analysis was conducted using MS Excel (v16.0), BibExcel (version 2017), Biblioshiny (version 4.1.2) and Google Open Refine (version 3.7). Findings The study found that 30.40% of total publications were OA, with BHU as leading institute in OA publishing. OA publishing in social sciences saw a consistent increase, peaking in 2022 with 209 publications. “Sustainability” and “Plos One” were among the top ten journals, with 103 and 34 OA papers, respectively. OA publications had a higher mean citation rate than closed access publications. Collaboration with seven and nine authors had higher mean citation rates, while six-author collaborations were lower. Indian researchers received the most citations collaborating with the USA, UK and Australia. The Netherlands and Saudi Arabia received the fewer citations, when collaborating with Indian authors. Research limitations/implications The study’s main limitation is its reliance on WoS data, excluding many OA publications from smaller or specialized journals. Additionally, the focus on high-ranked central universities may not represent the entire academic landscape, as OA publishing patterns vary across other institutions and disciplines. Practical implications The study’s findings suggest that advancing OA publishing in social sciences at Indian universities requires raising awareness of OA concepts, enhancing institutional support and policies and informing researchers about funding opportunities. Emphasizing Gold OA and funding publication fees can broaden access to research. Universities with low OA ratios should adopt similar policies, mandate public research deposits and develop technical infrastructure. Encouraging multi-author collaborations can boost research impact and citation rates. Insights from the study can help institutions and policymakers shape effective OA strategies, enhancing the visibility and impact of social science research. Originality/value This is the first study analyzing the adoption of OA in the field of social sciences in high-ranked central universities in India. It has implications for promoting OA and increasing accessibility to research outputs. Universities with higher OA ratios can lead in this regard and encourage others to adopt similar practices for overall OA growth.