Red emitting Cr:ZnAl2O4 phosphor synthesized by co-precipitation for first time. Annealing increased transparency & material colour changed from green to pink. PL spectra comprised of zero phonon R line (688 nm) & multi phonon side bands. Excitation spectra revealed asymmetric band at 400 nm owing to trigonal distortion. High Dq/B suggested PL could be associated with spin-parity forbidden transitions.