We report an impregnation technique for immobilization of silver(I) gelatin complex on silica gel. Subsequent UV exposure of the dry impregnated silica gel deposited silver nanoparticles on the solid matrix. Conventional techniques (UV-visible spectroscopy, TEM, EDAX, and thermal analysis) have been used to identify and characterize silver particles on silica surfaces. The photoproduced silver particles have shown unique SERS activity that authenticates the presence of silver nanoclusters in the silica matrix. Hence, the surface of the silica matrix remains SERS-active for months. This surface activity of the silica matrix inspired us to successfully study the catalytic reduction of nitro-compounds in aqueous, organic, and three different micellar media. Different thermodynamic parameters for the reduction processes have also been evaluated. Catalytic activity of the particles in micelles is explained in the light of hydrophobic and electrostatic interactions between the substrate and the micelles. (C) 2003 Elsevier Inc. All rights reserved.