Red emitting Li3BaSrGd3-xEux(MO4)8 (M=W, Mo) phosphors with stratified scheelite structure have been synthesized by conventional solid state reaction. All the compositions crystallize in the monoclinic structure with space group C2/c. Host as well as the phosphors (Eu3+ substituted) show broad absorption band in the UV to near UV region, due to the oxygen to molybdenum (absorption edge ∼360 nm, O2− → Mo6+) or tungsten (absorption edge ∼320 nm, O2− → W6+) charge transfer transition. The photoluminescence(PL) study of Eu3+ substituted compositions show emission at ∼615 nm (due to the forced electric dipole (ED) 5D0 →7F2 transition of Eu3+ ion), which confirms that the Eu3+ ion present in the non-centrosymmetric site. In order to study the emission behaviour systematically the Judd-Ofelt (J - O) spectral intensity parameters were calculated. The Commission Internationale de l′Elcairage (CIE) colour coordinate values are well harmonized with the National Television Standard Committee (NTSC) standards. The presently synthesized tungstate phosphors have been used as reference for contrast between two. The entire compositions show better absorption in the near UV to blue region and emitting red light ∼615 nm indicates that this phosphor may find potential application as a red phosphor for white LED. © 2016 Wiley-VCH Verlag GmbH & Co. KGaA, Weinheim