Over the past two decades, India has expanded its all-weather road network to include low-volume rural roads. Despite these upgrades, crash rates on rural roads have increased, partly due to the use of semi-reflective traffic signs and markings. This study proactively assesses road safety on rural roads in India, specifically evaluating the effectiveness of traffic signs and markings. Nine road sections in Gujarat were selected based on lane width, terrain, geometry, and connectivity with national and state highways. The study measured the operating speeds of various vehicle categories before and after upgrading critical road sections with Type IV sheeting traffic signs and road furniture. Results showed a 13–21% reduction in speeds, improved night visibility, and reduced over-speeding by 4–32% across all sections. These findings highlight the effectiveness of retroreflective traffic signs and road furniture on rural road safety. Additionally, road users reported better night visibility and readability of traffic signs. The study recommends the mandatory use of Type IV retroreflective sheeting over semi-reflective sheeting for rural roads to improve safety.