Field excited flux‐switching machines (FEFSMs) falls into advance category of synchronous machine. However, most FEFSM structures are comprised of overlapped stator windings, which ends up in taking more space, more copper losses and material costs. Moreover, FSM works on flux‐switching principle which made the implementation of field‐oriented control (FOC) significantly complex. This study proposes a new structure of single phase FEFSM having segmented rotor and non‐overlapped windings for the elimination of above‐mentioned drawbacks. Additionally, this study also presents a mechanism to implement FOC without the need of magnetomotive force (MMF) in the rotor. Design of this new topology and its performance characteristics have been analysed through two‐dimensional finite element analysis. FOC algorithm has been designed on the basis of sinusoidal variation of stator flux linkage due to rotor position. Experimental results show staggering performance efficiency of about 96% in terms of torque generation when compared to simulation results. Thus, verified the successful implementation of the proposed algorithm on the designed prototype.