Valley put in an encouraging performance at promotion-chasing Hinckley but alas were not able to gather any points from it, as their losing streak extended to four matches.
Town definitely had the better of the first half with a gusty wind in their favour and deserved more than Silvano Obeng's equaliser to the hosts early strike for their efforts, but two further Hinckley goals after the break settled the game.
Keeper Tomasz Bukowski returned to the starting line-up after a spell out injured and Liam Francis was also in from the off, with skipper Barry Fitzharris reverting back to a more familiar midfield berth, whilst Obeng replaced the unavailable Mike Taylor in attack.
The home side were ahead with just two minutes on the clock though when the unmarked Spencer Edwards met Michael Armstrong's corner to head past Bukowski. It was nearly two shortly after when Aaron Nuttall beat the advancing Bukowski to a ball over the top of the defence, before rounding the keeper and guiding his shot goalwards.
Fortunately, Josh Thomas had got back to cover and cleared the ball away from the danger area.
Fitzharris then fired one marginally over the bar following good work out wide from Theo Rowe, with a further delivery from David Kolodynski seeing Fitzharris denied again by a block challenge.
The scores were level on eight minutes though, when a Chris Clements corner was prodded forward by Thomas, with Obeng on hand for a flicked headed finish from close range.
A Madundo Semahimbo cross was then cut-out with Obeng poised to pounce again as Town's confidence continued to grow, with Francis's header to another Clements' corner drawing a decent save from Will Highland. Dan Summerfield's strike to a Kolodynski cross was also kept out by Highland, with Semahimbo another to be denied by the Hinckley keeper and Kolodynski just unable to take advantage of the rebound.
Despite earning themselves a number of corners in this period of play, Town just could not make this pay with a second goal, with Semahimbo and Kolodynski both sending efforts from distance over the bar.
The hosts threatened on the break occasionally, and in one such counter-attack a timely interception from Jamie Melbourne prevented them from taking advantage of spare men in the box.
Joe Lyne and Armstrong both put in off-target strikes for Hinckley as the first half drew to a close.
The first chance of the new period saw Andre Williams flick wide Nuttall's cut-back cross, before Rowe created himself a great opportunity on the left-hand side before cutting in and curling his shot agonisingly off the inside of the post.
Ben Humphreys then had a decent strike saved by Bukowski, but Rugby's relief was only temporary when Williams tapped home a well-worked move from the hosts which had seen them stroke the ball impressively around the pitch ahead of an incisive ball from Nuttall and a telling cross by Louie Gill.
Rugby did exert some pressure after this setback, but they then fell further behind when Bukowski misjudged Armstrong's inswinging corner into the wind and he could only parry the ball over the line.
Highland nearly matched the unwanted exploits of his opposite number, but his fluffed punched clearance fell kindly for him to gather on the floor at the second attempt.
Ryan Sahota also tested the Hinckley keeper with an effort from twenty-five yards, but the home side managed to see the game out relatively comfortably to strengthen their place in top five play-off zone.
Valley Line-up: Bukowski; Summerfield, Melbourne, Francis, Thomas; Semahimbo (Muzaffar), Rowe, Clements, Fitzharris (Sahota); Kolodynski, Obeng (Nee). Sub not used: Hathaway. Bookings: Thomas, Clements, Nee.
