Traditional medicinal systems have extensively used Primula macrophylla (Primulaceae) to treat a variety conditions, including bronchitis, asthma, joint pain, fever and so forth. This study determines various pharmacognostic and phytochemical standards helpful to ensure the purity, safety, and efficacy of medicinal plant P. macrophylla. In experimental section the Intact aerial parts, powdered materials, and extracts were examined macro‐ and microscopically and pharmacognostic standardization parameters were determined in accordance with the guidelines given by the World Health Organization. Parameters including extractive values, ash values, and loss on drying were determined. Preliminary phytochemical tests, fluorescence analysis, and chromatographic profiling were performed for the identification and standardization of P. macrophylla. The results of macroscopic studies revealed that leaves are farinose, alternating, foliage, toothed and flowers are unbranched, hermaphroditic, large, herbaceous, round, non‐woody stem, roots are adventitious. Length of leave is 11 cm, flower 3 cm, stem 38 cm and root 18 cm. Odor is clove or Eucalyptus like, irritating smell and has pungent/ bitterness. Qualitative analysis confirmed that carbohydrates are not present and saponins, terpenoid, flavonoid, phenolic, phytosterol and fixed oils are not present. The atomic absorption spectrophotometer (AAS) showed the trace amounts of Pb (1.604 mg/L), As (−12.91 mg/L), Hg (7.102 mg/L), and Cd (0.226 mg/L) present. The internal structure of the plant was examined using light microscopy (LM) and scanning electron microscopy (SEM). The plant cross‐sectional scans revealed several useful botanical properties. LM and SEM revealed important diagnostic features including stomata, phloem, xylem, spiral vessels, and trichomes and so forth. We conclude that the data generated from the present study help to authenticate the medicinally important plant P. macrophylla. This study is helpful for establishing the pharmacopeia standards in accordance with WHO guidelines.