Thirty-three black shale samples from four locations on the onland Kachchh basin, western India were analyzed to characterize organic carbon (OC), thermal maturity and to determine the hydrocarbon potential of the basin. Upper Jurassic black shales from the Jhuran Formation (Dhonsa and Kodki areas) are characterized by the presence of chlorite, halloysite, high $T_{\mathrm{max}}$, low OC, low hydrogen index and high oxygen index. These parameters indicate the OC as type IV kerogen, formed in a marine environment. The rocks attained thermal maturity possibly during Deccan volcanism. Early Eocene samples of the Naredi Formation (Naliya-Narayan Sarovar Road (NNSR) and the Matanomadh areas) are rich in TOC, smectite, chlorite and framboidal pyrite, but have low $T_{\mathrm{max}}$. These indicate deposition of sediments in a reducing condition, probably in a lagoonal/marsh/swamp environment. Organic carbon of the Naredi Formation of NNSR may be considered as immature type III to IV kerogen, prone to generate coal. Core samples from the Naredi Formation of the Matanomadh area show two fold distribution in terms of kerogen. Organic carbon of the upper section is immature type III to IV kerogen, but the lower section has type II to III kerogen having potential to generate oil and gas after attaining appropriate thermal maturity.