Polycrystalline undoped and chromium doped (2%, 4%, 6% and 8%) TiO2 nanoparticles (NPs) were synthesized using a simple acid-modified sol–gel method. Influence of chromium (Cr) doping on the microstructural, electrical, optical, and photocatalytic properties was studied using various analytical techniques viz. X-ray diffraction (XRD), Fourier transform infrared (FTIR) spectroscopy, transmission electron microscopy (TEM), two-probe resistivity measurement and UV–visible absorption spectroscopy. Rietveld refinement of the XRD data reveals single phase, anatase crystal structure of the NPs in tetragonal symmetry with space group I41/amd. FTIR spectra demonstrate various functional groups and ensure anatase phase of all the samples. TEM images exhibit a significant change in the shape, size and morphology of the NPs on Cr incorporation in TiO2. Temperature-dependent resistivity measurements indicate the semiconducting nature of the samples and obey Arrhenius behaviour based on the mechanism of thermally activated conduction. A red shift in the UV–visible absorption spectra is noted on Cr doping, associated with the decrease in band gap from 3.1 eV for an undoped sample to 2.5 eV for an 8% Cr doped sample. Photoluminescence spectra signify that the dopant ions alter the density of oxygen vacancies that directly influence the electron–hole recombination rate. The photocatalytic performance is studied with regard to the degradation of chromophoric dyes, namely, rhodamine B and methylene blue under visible light illumination, revealing an increase in the photocatalytic activity with 82.2% and 73.4% degradation of the dyes after 120 min for the 6% Cr doped sample. This significant enhancement in the photocatalytic activity is attributed to the ease in the electron and hole separation by trapping sites produced due to Cr ions and oxygen vacancies. These observed results suggest that the Cr doped TiO2 NPs can be considered efficient photocatalysts with the advantage to tune the electronic structure and optical properties for possible applications in waste water treatment.