Hydrotropic solubilization technique is used to increase aqueous solubilities of poorly water soluble drugs using hydrotropic agents. In the present investigation hydrotropic solution of sodium benzoate (2M) has been used as a solubilizing agent to solubilize poorly water soluble drug. Etoricoxib shows maximum absorbance at 282 nm. Beer’s law was obeyed in the concentration range of 5-20 μg /ml. Results of analysis were validated statistically and by recovery studies. The proposed method is now simple, new, environmentally friendly, and accurate, cost-effictive and successfully employed in routine analysis of etoricoxib bulk drug and tablet dosage forms. Hydrotropic agent sodium benzoate did not interfere in spectrophotometric determination.