This invention relates to an improved process for the preparation of Bismuth orthovanadate. This product is useful for automotive finishes and coloring toys etc., because of its superior quality, eco-friendly nature and stability towards adverse atmospheric conditions and higher temperature for prolonged period. The precipitation of BiVo4 of specific crystal structure is Ph dependent and these forms undergo reversible colour changes indicating temperature dependency of equilibrium. In the present invention solution reaction is carried out wherein the crystal structure of the product is obtained by carefully controlling temperature and pH to obtain the desired product.