The present work investigates heat transfer through natural convection using a series of experiments and computational modeling using Computational Fluid Dynamics (CFD) simulations in a one-meter bundle pipe with three internal pipes. The exact complex geometry is modeled where the flow channel is reduced through a spiral groove attached to a rod inside the internal tubes which was challenging compared to the flow in circular pipes in previous studies. To support the computational modeling investigations, convective heat transfer analysis is also studied through experiments with water as the production and heating fluids. Further, simulations are carried out with water-crude oil and aqueous ethylene glycol-water as the heating mediums and production fluids, respectively. Based on the heat transfer rates estimated from experimental data and CFD simulation results for the respective tubes, a modification to an existing Nusselt number is proposed for the range of temperature and flow rates used in the experiments. The proposed model, Nui = Prim Rain, was validated against experimental data and a good agreement with R2 values of more than 0.94 was achieved. © 2021 The Author(s). Published by Informa UK Limited, trading as Taylor & Francis Group.