In the present work, NaBi(MoO4)2 (NBM) phosphor has been successfully synthesized by doping 1.0 mol% of Eu3+ via the conventional solid state reaction technique. The undoped synthesized NBM sample and 1.0 mol% Eu3+ doped phosphor were characterized to explore crystal structure, morphology, photoluminescence (PL) and colorimetric properties using various characterization techniques. The structural properties were analysed via x-ray diffraction and diffraction peaks were compared with the standard JCPDS (card no. 79-2240) pattern. The morphological studies of the sample have been done through FE-SEM micrograph. From the photoluminescence emission spectra, it has been observed that an intense peak was obtained in the at 615 nm under blue excitation. Colorimetric property of 1.0 mol% of Eu3+ doped NBM phosphor has been investigated and traced in the red region with high color purity of 92.79%. The aforementioned characteristics demonstrate that the NaBi(MoO4)2: 1.0Eu3+ phosphor has great potential in the field of w-LED applications.