Implications of Li, Mn and Fe doping on optical properties of ZnO are discussed here. Simple one step sol-gel process was utilized to synthesize pristine and doped ZnO. The optical properties of ZnO exhibited a strong function of dopant type and concentration. Incorporation of Li, Mn and Fe resulted in red shift in band gap of ZnO; highest shift being for Fe doped ZnO followed by Mn and Li doped ZnO. Band gap narrowing of 11% is realized for 20% Fe doped ZnO, whereas it is 9% and 6% for Mn and Li doped ZnO. The emission spectra show quenching of UV emission for doped ZnO. Mn and Fe doped ZnO exhibited green luminescence. (C) 2014 Elsevier B.V. All rights reserved.