Abstract Noncentrosymmetric molecules with a π-conjugated system and, among them, push–pull molecules such as pyridinium phenoxide, are a promising new class of materials for applications in optoelectronics due to their nonlinear optical (NLO) properties. Modelling studies have indicated that an increase in the twist angle between the two aromatic rings leads to an enhancement of the NLO properties. In order to confirm this feature ...