The nickel and cobalt substituted strontium aluminium hexaferrite Sr1-xNixAl2Fe10O19/Sr1-xCoxAl2Fe10O19 (x = 0.1, 0.2) were synthesized via the sol-gel auto-combustion technique using glycine fuel. The particles formed in hexagonal crystal structure with space group P63/mmc.The field-emission scanning microscopy was adopted for morphological analysis, and the images revealed the plate-like formation of the particles. X-ray photoelectron spectroscopy confirmed the presence and oxidation states of all the elements. The vibrating sample magnetometer studies were taken to determine saturation magnetization (Ms), coercivity (Hc), squareness ratio (Mr/Ms), and energy product (BHmax) values. The electric studies disclosed the presence of relaxations in the system, which was interpreted through Koop and Maxwell-Wagner's model.