A series of new phosphor SrAlBO4 doped by Eu³+ was synthesized by using very known Combustion method. The structural and optical properties explored using X-ray diffraction (XRD). The XRD pattern was matched well with the standard PDF card no. 1542236.The obtained phosphor had orthorhombic structure with space group Pccn (56). The image of Scanning electron microscope shows the external morphology of SrAlBO4 phosphor material, which revails the irregular morphology and the material showed the non uniform structure with agglomerates' size was size ranging in several micrometers. The confirmation of present element and their percentage also shown in the EDX image. The luminescence properties of rare earth activated SrAlBO4 phosphor were determined by measurement of excitation and emission spectra. The PL emission spectra of Eu3+ doped SrAlBO4 phosphor show characteristics bands at 590 nm & 614 nm which corresponds due to 5D0 →7F1 and 5D0 →7F2 transition of Eu3+ ions upon 395 nm excitation. The effect of different concentration of Eu3+ on luminescence emission intensity of SrAlBO4 phosphor was also studied. Further, concentration quenching is explained using Blasse's equation and Dexter's theory. Also, Judd-Ofelt analysis was performed on photoluminescence emission spectra. On investigation synthesized rare earth activated SrAlBO4 phosphor can be suitable for all lighting application devices. •A series of new phosphor SrAlBO4: Eu³+ was synthesized by Combustion method.•The XRD pattern was matched well with the standard PDF card no. 1542236.•PL emission spectrum exhibits characteristic bands at 590 nm and 614 nm.•Concentration quenching is explained using Blasse's equation and Dexter's theory.•Judd-Ofelt analysis was performed on photoluminescence emission spectra.