Visible emission from ZnO is usually broadband and realizing line emission from rare earth f–f transitions in ZnO at room temperature has proven to be difficult. A controlled solid-state reaction process with different standing times to synthesize rare earth doped (Nd3+) zinc oxide (ZnO) has shown that sharp and intense line emission in the orange region (595 nm) could be realized under blue excitation, where both excitation and emission transitions occur between Nd3+ levels situated intragap in ZnO. In addition, host-to-Nd3+ energy transfer is also observed under band-to-band excitation. Incidentally, undoped ZnO synthesized by an identical process exhibits a broad green emission. Detailed characterization of the ZnO :Nd3+ powder by x-ray diffraction, scanning electron microscopy, energy dispersive spectroscopy, x-ray photoelectron spectroscopy, photoluminescence spectroscopy and time-resolved decay indicates a hexagonal phase with the presence of Nd3+ in the ZnO lattice, forming spherical particles (∼200 nm) having a sharp visible emission with decay time in the microsecond range (9.60 µs).