Rare earth (Eu3+)-doped transition metal borate of compositions Cr1-xEuxBO3 (x = 0, 0.01 and 0.05) have been prepared by B2O3 flux method in ultra pure form. All compositions are characterized by powder XRD and crystallized in hexagonal lattice with space groupR (3) over barc. IR spectra show characteristic planar BO3 vibrational bands. The diffuse reflectance spectra (DRS) are consistent with ligand to metal ion charge transfer and octahedral symmetry around Cr3+ ion. From the observed band positions, the crystal field parameter Dq and Racah interelectronic repulsion parameters B and C are calculated. From the excitation spectrum of Cr0.95Eu0.05BO3, the phonon energy and electron-phonon-coupling strength are obtained. Its emission spectrum has two intense transitions corresponding to D-5(0) --> F-7(2) at 614 nm in the red and D-5(0) --> F-7(1) at 592 nm in orange regions. (C) 2007 Elsevier B.V. All rights reserved.