Schematic representation for synthesis of silver nanoparticles. Display omitted ► Environmentally benign and efficient method ► Stable silver NPs better for catalysis ► Elemental silver NPs instead of their oxides ► Effective capping of silver NPs by sodium dodecyl sulfate in aqueous medium ► Excellent catalyst towards reduction of p-nitrophenol to p-aminophenol at RT. Supported silver nanoparticles were synthesized via in situ sol–gel followed by reduction method with dextrose as reductant and sodium dodecyl sulfate as stabilizer. The synthesized nanoparticles were characterized by X–ray diffraction, transmission electron microscopy, Fourier transform Infra-Red spectroscopy and UV–visible measurements. The XRD peaks confirm the metallic face-centered cubic silver particles. The formation of silver nanoparticles was confirmed from the appearance of surface plasmon absorption maxima at 412nm; which shifted to the longer wavelengths after supported on titania host lattice. TEM showed the spherical nanoparticles with size in the range of 18–23nm. An efficient and simple method was reported for the reduction of 4-nitrophenol using titania-supported silver nanoparticles at room temperature. The reaction was first order with respect to the concentration of 4-nitrophenol with higher efficiency. Titania supported silver nanoparticles are reusable and stable heterogeneous catalyst.