Plant pigments are special compounds synthesized by them for their growth and survival in challenging environs that may be physiological, geographical and climatic. In addition, pigment molecules have a significant role in human life as natural colours and dyes, as well as in the management of health and wellbeing. Plant pigments such as carotenoids, anthocyanins, chlorophyll, betalains, naphthoquinones, flavonoids etc. are in great demand in industries like food, beverages, paper, textiles, cosmetics as well as in pharmaceuticals. This irresponsible harvesting of plant material from wild not only depletes natural resources but also fails to meet the growing industrial demand. Thus, it is important to establish more sustainable and ecologically friendly processes for the production of raw materials that can be used to extract pigments. In this context, scientific communities deployed plant cell and tissue culture technologies to produce certain plant-based constituents successfully on industrial scale. A number of reports are available that demonstrated the use of in vitro plant cultures as a sustainable method to get commercially valuable natural products (ginseng, berberin, rosmarinic acid, podophyllotoxins etc.) including pigments like anthocyanins and betacyanins. In this article, publications reported deployment of plant cell and tissues-based system for natural pigments are discussed. In addition, the information on strategies such as elicitation, precursor feeding, permeabilization, immobilization and two-phase cultivation system deployed to maximize the productivity, especially under in vitro condition. Emphasis is also done on extraction of plant pigments from conventional as well as green advanced techniques. It will not only eliminate the dependency on wild plants but will also help in meeting industrial demand and conservation of continuously depleting natural resources.