The disclosed subject matter relates to techniques for transmitting reference signals in non-orthogonal multiple access (NOMA) communication protocols. In one embodiment, a method comprises determining a demodulation reference signal (DMRS) for use by a group of mobile devices in association with uplink data transmissions, wherein respective mobile devices of the group of mobile devices are configured to employ a same time and a same frequency resource of a wireless communication network in association with communicating with network devices of the wireless communication network according to a NOMA communication protocol. The method further comprises determining different configuration parameters for application by the respective mobile devices in association with transmitting the DMRS with the uplink data transmissions, wherein the different configuration parameters facilitate differentiating between the DMRS as transmitted by the respective mobile devices. The method further comprises sending the DMRS and the different configuration parameters to the respective mobile devices.