Results of a first investigations on luminescence in Nd[Formula: see text] doped Sr3Bi(PO4)3 are presented. Typical emission is in near infrared (NIR) region consisting of lines attributable to f–f transitions. The excitation also comes from f–f transitions involving higher energy levels, spanning a broad spectral range starting from near ultraviolet (nUV) running through NIR. As much as 5[Formula: see text]mol.% of Nd[Formula: see text] could be doped before concentration quenching of luminescence set in. The quenching was attributed to energy transfer between Nd[Formula: see text] ions taking place through a multipolar mechanism; the critical distance being 21.64[Formula: see text]Å. An easy synthesis method involving low-cost chemicals and favorable luminescence properties makes this phosphor a potential candidate for NIR applications.