Matrix lower rank approximations such as non-negative matrix factorization (NMF) have been successfully used to solve many data mining tasks. In this paper, we propose a new matrix lower rank approximation called Bounded Matrix Low Rank Approximation (BMA) which imposes a lower and an upper bound on every element of a lower rank matrix that best approximates a given matrix with missing elements. This new approximation models many real world problems, such as recommender systems, and performs better than other methods, such as singular value decompositions (SVD) or NMF. We present an efficient algorithm to solve BMA based on coordinate descent method. BMA is different from NMF as it imposes bounds on the approximation itself rather than on each of the low rank factors. We show that our algorithm is scalable for large matrices with missing elements on multi core systems with low memory. We present substantial experimental results illustrating that the proposed method outperforms the state of the art algorithms for recommender systems such as Stochastic Gradient Descent, Alternating Least Squares with regularization, SVD++, Bias-SVD on real world data sets such as Jester, Movie lens, Book crossing, Online dating and Netflix.