Freshly prepared, hand-pressed strawberry fruit juice was exposed to ultraviolet radiation (254 nm) at room temperature (25 ℃ ± 1 ℃) for 15, 30 and 60 min with 0 min serving as control. Results revealed decrease in pH, total soluble solids and titratable acidity, while colour parameters (L*, a* and b* values) and clarity of juice (% transmittance) increased significantly. All the results corresponded to exposure time to ultraviolet radiation. Bioactive compounds (total phenolics, ascorbic acid and anthocyanins) decreased along with a recorded reduction in polyphenol oxidase enzyme and 1,1-diphenyl-2-picryl hydrazyl radical scavenging activities, which were again dependent on exposure time. Results on the microbial studies showed significant reduction by 2-log cycles in aerobic plate count as well as in total yeast and mould counts. Though negative results were observed for certain parameters, this is the first time it was endeavoured to demonstrate the impact of ultraviolet radiation radiation on freshly prepared, hand-pressed strawberries juice.