ABSTRACT Synthetic food colorant and bioactive chemicals are now jeopardizing buyer’s health safety due to their unwanted side effects. However, global demand for such chemicals are still in rising condition. Canthaxanthin is a naturally occurring keto-carotenoid which has a significant application in poultry industry, fishery science or aqua farming, cosmetics and nutraceuticals industries owing to its attractive colour and strong antioxidant property. Canthaxanthin also has certain involvements with antitumor activity and cancer, lipid metabolism, immune-modulatory activities etc. Animals generally acquire this pigment via their diet establishing the use of canthaxanthin as a feed supplement (especially poultry and fishery industry). In certain cases, other pigments and chemicals are used along with canthaxanthin to increase its stability and activity. Newly explored microbial sources for canthaxanthin from all over the globe, trying to retrieve its industrial hold over the chemical synthesis. Its production by unicellular microbes needs new comprehensive researches to ensure customers attention along with market demand from industrial sectors.