All the known chromium(III) NASICON-related phosphates are considered to be solid solutions. In these compounds chromium atoms share their position in the basic framework of the crystal lattice with other structure forming elements such as zirconium. In our study, we have hypothesised a completely new way of structural organisation of the chromium(III) zirconium(IV) NASICON framework, consisting in the distribution of chromium over the charge-compensating atom sites with tetrahedral oxygen coordination. The possibility of formation of the corresponding phosphate, Cr(1/3)Zr2P3O12, was studied using a classical ceramic route and a sol-gel method. Structural affiliation of the obtained pure phase product was studied using XRD analysis. The results confirmed that the Cr(1/3)Zr2P3O12 phosphate belongs to monoclinic SW-subtype of the NASICON family. In this structure, chromium atoms occupy charge-compensating sites with a strongly distorted tetrahedral oxygen environment. To the best of our knowledge, it is the first example of tetrahedral coordination of chromium(III) in phosphates. Along with the unusual crystallographic characteristics of chromium, special attention in this paper is devoted to the thermal stability of this phosphate and to its performance as an inorganic pigment. The sample was characterised by heating microscopy and DTA study, particle size distribution analysis, and IR- and VIS-spectroscopy. The stability of the obtained powder in a glaze environment, its colouring performance and lightfastness are discussed as well.