Detailed facies architecture study of the Late Cretaceous (Cenomanian) Nimar Sandstone (Bagh Group), from Son‐Narmada rift valley, Central India, reveals deposition in a fluvial–marine environment. The lower part of the Nimar Sandstone succession depicts deposition in predominantly fluvial setting, whereas the middle–upper part of the succession manifests sedimentation under a tide‐dominated estuarine to a tide–wave influenced shoreface environment. Retrogradational nature of the successions in the upper part and lateral facies change from west to east signifies an eastwardly decreasing marine influence. This attests to a sustained event of marine transgression from the west affecting the Son‐Narmada rift valley during the Late Cretaceous time. Beds with various soft‐sediment deformation structures (SSDS), viz., convolute laminae, load and flame structures, pseudonodules, contorted beddings, syn‐sedimentary faults, and sand/silt dykes, occur in distinct stratigraphic levels within the middle part of the succession. These beds are separated by thick successions of undeformed beds. This paper reports these beds as seismites for the first time from the Son‐Narmada rift valley. The seismites signify instantaneous liquefaction and fluidization of unconsolidated sediments triggered by passage of repetitive earthquake shock waves during sedimentation in fault‐bound rift basin. These seismites are important as they mark a new phase of reactivation of the Son‐Narmada South Fault within the Son‐Narmada rift valley during the Cenomanian time. This reactivation of the Son‐Narmada South Fault led to basinal subsidence under prevalent extensional tectonism, which controlled the sedimentation during the Late Cretaceous time. Copyright © 2016 John Wiley & Sons, Ltd.