The effect of hydrophilic bentonite incorporation on the curing performance of pigmented ultra violet (UV) curable polyurethane acrylate (PUA) coating was investigated. To the best of our knowledge, crock fastness and gloss properties of pigmented bentonite incorporated UV curable PUA coating have been examined for the first time. Fourier Transform Infrared (FTIR) spectroscopy analysis of the cured films showed that addition of both bentonite and pigment decreased the conversion of C=C. However a more significant drop was observed with the addition of pigment into the formulation. The drop of conversion with the incorporation of bentonite did not adversely affect the hardness and crock fastness values and hence the UV curing performance of the films. Bentonite particles were efficiently distributed in the film and intercalation was achieved owing to the ball milling process. Hardness of the cured films increased with the increase in energy levels. On the other hand, hardness decreased at higher pigment concentrations however, was not affected adversely by bentonite incorporation. Gloss was found to be enhanced with the addition of bentonite in both pigmented and unpigmented films. Significant improvement in crock fastness could not achieved with the addition of bentonite.