Nickel niobium titanium yellow rutile is an inorganic pigment that is the reaction product of high temperature calcination in which nickel (II) oxide, niobium (V) oxide, and titanium (IV) oxide in varying amounts are homogeneously and ionically interdiffused to form a crystalline matrix of rutile. Its composition may include any one or a combination of the modifiers Cr2O3 or SrO.