The present investigation illustrates the application of mixed hydrotropy. A novel, safe and sensitive method of spectrophotometric estimation in the ultraviolet region has been developed using a mixed hydrotropic solution, containing a blend of 30% w/v urea, 13.6% w/v sodium acetate and 11.8% w/v sodium citrate for the quantitative determination of ketoprofen, a poorly water soluble drug, in tablet dosage form. Beer's law was obeyed in the concentration range of 4–20 μg/ml. There was more than 570-fold enhancement in aqueous solubility of ketoprofen in mixed hydrotropic solution as compared with the solubility in distilled water precluding the use of organic solvents. Hydrotropic agents and commonly used tablet excipients did not interfere in spectrophotometric estimation. Results of the analysis were validated statistically and by recovery studies. Statistical data proved accuracy, reproducibility and the precision of the proposed method.