ZnO nanoparticles (NPs) and Strontium doped ZnO nanoparticles (2-6 mol %) (SZ-NPs) were synthesized via Co-precipitation method. Synthesized samples were investigated by X-ray diffraction (XRD), Scanning Electron Microscopy (SEM), Elemental dispersive spectroscopy (EDS), UV-visible, and Photoluminescence (PL) spectroscopy. Photocatalytic studies for Rhodamine B (RhB) dye in aqueous solution under UV-Vis radiation. XRD analysis confirms that all the samples have hexagonal wurtzite structure. The average crystallite size of the nanoparticles was in the range of 29-51 nm. From the Williamson Hall (W-H) plot, a positive slope is inferred for pure and SZ-NPs, confirming the presence of tensile strain. SEM images reveal the synthesized NPs are in nanometer range with various shapes are observed. The presence of strontium (Sr) in the host lattice was confirmed by EDS spectroscopy. The optical analysis shows the absorption decreases on doping and shifts slightly towards the longer wavelength region. The band gap energy (Eg) decreases (3.32-3.03 eV) with the increase of Sr dopant concentration. The photoluminescence (PL) spectrum reveals the UV emission is strong near the band-edge region (NBE) (392 nm) and intrinsic defects resulted in series of Vis emissions around 400-560 nm. Kinetic studies on RhB dye indicates the degradation rate has increased with dopant concentration. The improved photo catalytic activity is observed due to the efficient charge separation, improved visible light absorption, inhibition of the electron-hole pair's recombination and better adsorptive of RhB dye molecule on the surface of SZ-NPs. Moreover, the reduction in the total organic carbon (TOC) results reveals the improved photocatalytic activity of strontium doped ZnO NPs. (C) 2016 Elsevier B.V. All rights reserved.