diff --git a/drivers/i3c/master/mipi-i3c-hci/core.c b/drivers/i3c/master/mipi-i3c-hci/core.c
index 7a39be64c4e1..d6a8a7612d46 100644
--- a/drivers/i3c/master/mipi-i3c-hci/core.c
+++ b/drivers/i3c/master/mipi-i3c-hci/core.c
@@ -555,6 +555,11 @@ static int i3c_hci_i2c_xfers(struct i2c_dev_desc *dev,
 	return ret;
 }
 
+static void i3c_hci_dat_v1_set_curr_nack_retry(struct i3c_hci *hci, unsigned int dat_idx)
+{
+	mipi_i3c_hci_dat_v1.set_nack_retry(hci, dat_idx, hci->master.dev_nack_retry_count);
+}
+
 static int i3c_hci_attach_i3c_dev(struct i3c_dev_desc *dev)
 {
 	struct i3c_master_controller *m = i3c_dev_get_master(dev);
@@ -573,6 +578,7 @@ static int i3c_hci_attach_i3c_dev(struct i3c_dev_desc *dev)
 		}
 		mipi_i3c_hci_dat_v1.set_dynamic_addr(hci, ret,
 						     dev->info.dyn_addr ?: dev->info.static_addr);
+		i3c_hci_dat_v1_set_curr_nack_retry(hci, ret);
 		dev_data->dat_idx = ret;
 	}
 	i3c_dev_set_master_data(dev, dev_data);
@@ -622,6 +628,7 @@ static int i3c_hci_attach_i2c_dev(struct i2c_dev_desc *dev)
 	}
 	mipi_i3c_hci_dat_v1.set_static_addr(hci, ret, dev->addr);
 	mipi_i3c_hci_dat_v1.set_flags(hci, ret, DAT_0_I2C_DEVICE, 0);
+	i3c_hci_dat_v1_set_curr_nack_retry(hci, ret);
 	dev_data->dat_idx = ret;
 	i2c_dev_set_master_data(dev, dev_data);
 	return 0;
@@ -733,6 +740,23 @@ static void i3c_hci_recycle_ibi_slot(struct i3c_dev_desc *dev,
 	hci->io->recycle_ibi_slot(hci, dev, slot);
 }
 
+static int i3c_hci_set_dev_nack_retry(struct i3c_master_controller *m, unsigned int cnt)
+{
+	struct i3c_hci *hci = to_i3c_hci(m);
+	unsigned int dat_idx;
+
+	if (hci->cmd != &mipi_i3c_hci_cmd_v1)
+		return -EOPNOTSUPP;
+
+	if (cnt > FIELD_MAX(DAT_0_DEV_NACK_RETRY_CNT))
+		return -ERANGE;
+
+	for_each_set_bit(dat_idx, hci->DAT_data, hci->DAT_entries)
+		mipi_i3c_hci_dat_v1.set_nack_retry(hci, dat_idx, cnt);
+
+	return 0;
+}
+
 static const struct i3c_master_controller_ops i3c_hci_ops = {
 	.bus_init		= i3c_hci_bus_init,
 	.bus_cleanup		= i3c_hci_bus_cleanup,
@@ -752,6 +776,7 @@ static const struct i3c_master_controller_ops i3c_hci_ops = {
 	.recycle_ibi_slot	= i3c_hci_recycle_ibi_slot,
 	.enable_hotjoin		= i3c_hci_enable_hotjoin,
 	.disable_hotjoin	= i3c_hci_disable_hotjoin,
+	.set_dev_nack_retry	= i3c_hci_set_dev_nack_retry,
 };
 
 static irqreturn_t i3c_hci_irq_handler(int irq, void *dev_id)
@@ -1186,6 +1211,13 @@ static int i3c_hci_probe(struct platform_device *pdev)
 	if (device_can_wakeup(i3c_hci_sysdev(&pdev->dev)))
 		hci->master.ibi_wakeup = true;
 
+	/*
+	 * HCI v1.1 onward does 1 retry for Direct CCCs anyway, so for v1.0 to
+	 * be consistent, promote 0 to 1.
+	 */
+	if (!hci->master.dev_nack_retry_count)
+		hci->master.dev_nack_retry_count = 1;
+
 	return i3c_master_register(&hci->master, &pdev->dev, &i3c_hci_ops, false);
 }
 
diff --git a/drivers/i3c/master/mipi-i3c-hci/dat.h b/drivers/i3c/master/mipi-i3c-hci/dat.h
index 6881f19da77f..31becc6f9aec 100644
--- a/drivers/i3c/master/mipi-i3c-hci/dat.h
+++ b/drivers/i3c/master/mipi-i3c-hci/dat.h
@@ -12,6 +12,7 @@
 
 /* Global DAT flags */
 #define DAT_0_I2C_DEVICE		W0_BIT_(31)
+#define DAT_0_DEV_NACK_RETRY_CNT	W0_MASK(30, 29)
 #define DAT_0_SIR_REJECT		W0_BIT_(13)
 #define DAT_0_IBI_PAYLOAD		W0_BIT_(12)
 
@@ -25,6 +26,7 @@ struct hci_dat_ops {
 	void (*clear_flags)(struct i3c_hci *hci, unsigned int dat_idx, u32 w0, u32 w1);
 	int (*get_index)(struct i3c_hci *hci, u8 address);
 	void (*restore)(struct i3c_hci *hci);
+	void (*set_nack_retry)(struct i3c_hci *hci, unsigned int dat_idx, unsigned int cnt);
 };
 
 extern const struct hci_dat_ops mipi_i3c_hci_dat_v1;
diff --git a/drivers/i3c/master/mipi-i3c-hci/dat_v1.c b/drivers/i3c/master/mipi-i3c-hci/dat_v1.c
index 852966aa20d9..ec0764a27c62 100644
--- a/drivers/i3c/master/mipi-i3c-hci/dat_v1.c
+++ b/drivers/i3c/master/mipi-i3c-hci/dat_v1.c
@@ -24,7 +24,7 @@
 #define DAT_1_AUTOCMD_VALUE		W1_MASK(47, 40)
 #define DAT_1_AUTOCMD_MASK		W1_MASK(39, 32)
 /*	DAT_0_I2C_DEVICE		W0_BIT_(31) */
-#define DAT_0_DEV_NACK_RETRY_CNT	W0_MASK(30, 29)
+/*	DAT_0_DEV_NACK_RETRY_CNT	W0_MASK(30, 29) */
 #define DAT_0_RING_ID			W0_MASK(28, 26)
 #define DAT_0_DYNADDR_PARITY		W0_BIT_(23)
 #define DAT_0_DYNAMIC_ADDRESS		W0_MASK(22, 16)
@@ -189,6 +189,16 @@ static void hci_dat_v1_restore(struct i3c_hci *hci)
 	}
 }
 
+static void hci_dat_v1_set_nack_retry(struct i3c_hci *hci, unsigned int dat_idx, unsigned int cnt)
+{
+	u32 dat_w0;
+
+	dat_w0 = dat_w0_read(dat_idx);
+	dat_w0 &= ~DAT_0_DEV_NACK_RETRY_CNT;
+	dat_w0 |= FIELD_PREP(DAT_0_DEV_NACK_RETRY_CNT, cnt);
+	dat_w0_write(dat_idx, dat_w0);
+}
+
 const struct hci_dat_ops mipi_i3c_hci_dat_v1 = {
 	.init			= hci_dat_v1_init,
 	.alloc_entry		= hci_dat_v1_alloc_entry,
@@ -199,4 +209,5 @@ const struct hci_dat_ops mipi_i3c_hci_dat_v1 = {
 	.clear_flags		= hci_dat_v1_clear_flags,
 	.get_index		= hci_dat_v1_get_index,
 	.restore		= hci_dat_v1_restore,
+	.set_nack_retry		= hci_dat_v1_set_nack_retry,
 };