A partial Cr 4+ (3d 2 ) ĺ Zr 4+ (4d 0 ) substituted compound Zr 1-x Cr x O 2 , which offers magnetic, dielectric, and other functional properties, is prepared from a polymer precursor consisting of Cr 4+ and Zr 4+ ions dispersed in a medium of glycerol. A precursor powder, after heating a gel at ~425 K at ~0.6 bar pressure in retaining the Cr 4+ species, when annealed at temperatures 670-770 K in ambient air for 2 h yields the Zr 1-x Cr x O 2 (x0.2) crystallites, 3-5 nm average size, of a cubic-ZrO 2 -type crystal structure. The microstructure in a sample annealed at 670 K and 770 K reveals nanorods and nanoplates, respectively. Over 5-300 K, both samples exhibit ferromagnetic hysteresis loops that do not saturate-up even in a large field 60 kOe. At 300 K (x = 0.2), a magnetization M (at 60 kOe) 0.40 emu/g in the nanorods rises to 1.32 emu/g in the nanoplates, with an increase in coercivity (H c ) from 6 Oe to 55 Oe. A crystallite-growth from 3 nm (at 670 K) to 5 nm (at 770 K) in single domain particles supports the increase in the M and H c -value. Lower shape anisotropy in nanoplates than in nanorods further favors an increase in the H c -value.