A new series of Sm3+ ions doped Alkaline-Earth Chloro Borate (AECB) glasses with compositions (25-x)CaO-5SrO-10BaCl(2)-60B(2)O(3)-xSm(2)O(3) (x = 0.1 mol%-2.5 mol%) were prepared by a conventional melt quenching technique and characterized with XRD, absorption, excitation, photoluminescence (PL) and fluorescence decay spectral measurements. From the absorption spectra, Judd-Ofelt (J-O) intensity parameters (Omega(2), Omega(4), Omega(6)) have been measured. The PL spectra under 402 nm excitation show bright reddish-orange emission at 602 nm. The decay spectral profiles of (4)G(5/2) -> H-6(7/2) (602 nm) luminescence transition used to measure experimental lifetimes (tau(R)). The Inokuti-Hirayama model used to understand the predominant energy transfer mechanism involved in the prepared glasses. The evaluated emission cross-sections (sigma(se)), branching ratios (beta(R)) and quantum efficiency (eta) allows us to contemplate that the Sm3+ ions doped AECB glasses are aptly suitable as potential gain mediums for visible reddish orange lasers pumped directly by commercially available 405 nm laser diodes.