A novel colorimetric chemo-sensor for the simultaneous visual detection and quantification of spectroscopically silent heavy metal toxins viz. cadmium, lead and mercury has been developed. This is based on the proposed sequential ligand exchange (SLE) mechanism of iodide from Pb-I(-)-Rhodamine 6G ion associate with citrate (without affecting ion associates of Cd and Hg) and subsequently from Cd-I(-)-Rhodamine 6G ion associate with EDTA (without affecting Hg-I(-)-Rhodamine 6G). Multi-measurand detection and quantification by colorimetry is possible as the individual toxins gives identical bathochromic shifts in aqueous solution, i.e. from 530 to 575 nm on formation of ternary ion associates in singular, binary and ternary mixtures. The visual detection provides a simple, quick and sensitive detection method in addition to quantification via spectrophotometry with Sandell sensitivities of 1.1, 15 and 2.5 microg dm(-2) for cadmium, lead and mercury, respectively. The developed procedure has been successfully tested for the analysis of environmental (cast alkali, lead acid battery and zinc manufacturing industry effluents) samples. Furthermore, the multi-measurand quantification of the above-mentioned heavy metal toxins based on fluorescence quenching and use of Pyronine G as chromo-ionophore instead of Rhodamine 6G is also described.