The conductive and stretchable films with improved hardness are suitable for the fabrication of flexible electronic devices. This study describes the sol–gel technique to prepare a novel conductive and flexible film consisting of epoxidized natural rubber (ENR), doped polyaniline (PD) and zirconia. The zirconia networks were directly synthesized in‐situ in ENR/PD solution and flexible conductive composite film with improved hardness was obtained. The morphology study revealed the size of PD decreased significantly from 77.89 ± 43.95 nm to 4.32 ± 1.13 nm and highest electrical conductivity of 1.9 × 10−3 S/cm was achieved with 10 wt.% percolation threshold of zirconia precursor. The binding energy of Zr3d5/2 and Zr3d3/2 decreased, suggesting that zirconia was converted to the lower oxidation state. Furthermore, the shape of PD changed from spherical to rod‐like structure with root mean square value of 2 nm, while the hardness and reduced modulus improved to 1.72 MPa and 36.7 MPa, respectively.