We have synthesized a novel class of excited-state intramolecular proton transfer-active molecule ( DOXG) forming columnar liquid crystals with enhanced fluorescence emission. The intramolecularly H- bonded core of DOXG produced columnar hexagonal and rectangular phases during cooling as a result of strong core-to-core interactions. In its mesophase, DOXG produced tilted stacking ( J-type) in the inner column due to the elliptical molecular shape, bringing about a strong ( quantum yield of 34%) and large Stokes' shifted ( similar to 173 nm) fluorescence emission.