A radix-10 multiplication is the foremost frequent operations employed by several monetary business and user-oriented applications, decimal multiplier using in state of art digital systems are significantly good but can be upgraded with time delay and area optimization. This work is proposed a more area and time delay optimized new design of overloaded decimal digit set (ODDS) architecture-based radix-10 multiplier for signed numbers. Binary coded decimal (BCD) to binary followed by binary multiplication and finally binary to BCD conversion are 3 major modules employed in radix-10 multiplication. This paperwork presents a replacement technique for binary coded decimal (BCD) to binary and vice-versa convertors in radix-10 multiplication. A novel addition tree structure called as partial shifter adder (PSA) tree-based approach has been developed for BCD to binary conversion, and it is used to add partially generated products. To meet our major concern i.e. speed, we need particular high-speed multiplication, hence the proposed PSA based radix-10 multiplier is using vertical cross binary multiplication and concurrent shifterbased addition method. The design has been tested on 45nm technology-based Zynq-7 field programmable gate array (FPGA) devices with a 6-input lookup table (LUTs). A combinational implementation maps quite well into the slice structure of the Xilinx Zynq-7 families field programmable gate array. The synthesis results for a Zynq-7 device indicate that our design outperforms in terms of the area and time delay.