Enhancement of anthraquinone production and release by combination of culture medium selection and methyl jasmonate elicitation in hairy root cultures of Rubia tinctorum

•Hairy roots of Rubia tinctorum L. were successfully established.•Growth kinetics and yield coefficients were analyzed in two culture media.•Specific anthraquinone content was higher in half-saline Gamborg B5 medium.•Anthraquinone release was observed in half-saline Gamborg B5 medium.•Methyl Jasmonate elicitation increased intra and extracellular anthraquinone content.•Combination of strategies is useful for optimizing secondary metabolite production.