PurposeThe most difficult tasks in the design and development of products for diverse engineering applications were the selection of suitable materials. Choice of inappropriate process variables leads to poor performance, which increases the cost of the product. The selection of the best option of available alternatives is important to improve the performance and productivity of the manufacturing enterprises.Design/methodology/approachThe paper aims to develop Hybrid Multi-Criteria Decision Making (HMCDM) by integrating two potential optimization techniques Elimination Et Choix Traduisant la REalité and multi-objective optimization on the basis of ratio analysis. The weight of the criteria was calculated using the critic weight method.FindingsThe efficiency and flexibility of the proposed HMCDM technique were illustrated and validated by two examples. In the first case, the best electrode material among the five available alternatives was selected for the electrical discharge machining of AZ91/B4Cp magnesium composites. In the second case, the optimum weight percentage of composites providing the best tribological properties was chosen.Originality/valueIt was noted that the HMCDM methodology was quite simple to comprehend, easy to apply and provided reliable rankings of the material alternatives. The proposed hybrid algorithm is suitable for product optimization as well as design optimization.