Scores of buildings were reduced to dusty piles of masonry in communities close to the epicentre of the quake, which had a magnitude of between 6.0 and 6.2, according to monitors.
It hit a remote area straddling Umbria, Marche and Lazio, to the north of a region devastated by a quake in 2009, rousing residents and vacationers in terrifying fashion.
Italy's civil protection unit said in the first official death toll there had been 38 deaths in and around the villages of Amatrice, Accumoli and Arquata del Tronto.
"My sister and her husband are under the rubble, we're waiting for diggers but they can't get up here," Guido Bordo, 69, told AFP in the tiny village of Illica, near Accumoli.
"There's no sound from them, we only heard their cats. I wasn't here, as soon as the quake happened I rushed here. They managed to pull my sister's children out, they're in hospital now," he added, anxiously clasping and unclamping his hands.
Other victims included a nine-month-old baby whose parents survived.
It was Italy's most powerful earthquake since 2009, when some 300 people died in and around the city of L'Aquila, just to the south of the area hit on Wednesday.
Prime Minister Matteo Renzi cancelled a planned trip to France for a meeting with European Socialist leaders and other engagements to oversee the response to the disaster.
"The situation is dramatic, there are many dead," said Amatrice mayor Sergio Pirozzi. "Half the village has disappeared."
"To hear the mayor of Amatrice say his village no longer exists and knowing that there are children among the victims, is very upsetting for me," he said.
Civil Protection chief Fabrizio Curcio classed the quake as "severe". The shocks were strong enough to wake residents of central Rome, some 150 kilometres (90 miles) away.
The worst damage was suffered by Pescara del Tronto, a hamlet near Arquata in the Marche region which "just completely disintegrated" according to local mayor Aleandro Petrucci.
Ten bodies had been recovered there by midday and rescuers were braced for further fatalities.
Disclaimer: No Business Standard Journalist was involved in creation of this content
You’ve reached your limit of {{free_limit}} free articles this month.
Subscribe now for unlimited access.
Already subscribed? Log in
Subscribe to read the full story →
Smart Quarterly
₹900
3 Months
₹300/Month
Smart Essential
₹2,700
1 Year
₹225/Month
Super Saver
₹3,900
2 Years
₹162/Month
Renews automatically, cancel anytime
Here’s what’s included in our digital subscription plans
Exclusive premium stories online
Over 30 premium stories daily, handpicked by our editors


Complimentary Access to The New York Times
News, Games, Cooking, Audio, Wirecutter & The Athletic
Business Standard Epaper
Digital replica of our daily newspaper — with options to read, save, and share


Curated Newsletters
Insights on markets, finance, politics, tech, and more delivered to your inbox
Market Analysis & Investment Insights
In-depth market analysis & insights with access to The Smart Investor


Archives
Repository of articles and publications dating back to 1997
Ad-free Reading
Uninterrupted reading experience with no advertisements


Seamless Access Across All Devices
Access Business Standard across devices — mobile, tablet, or PC, via web or app
