An attempt has been made to study laminar convective heat and mass transfer flow of an incompressible, viscous and electrically conducting fluid over an impulsively started vertical plate with conduction-radiation embedded in a porous medium in presence of transverse magnetic field. The influence of both second order chemical reaction and heat generation are taken into account. The governing coupled partial differential equations are solved by Crank-Nicolson method. The effects of important physical parameters on the velocity, temperature and concentration have been analyzed through graphs. The results of the present study agree well with the previous solutions. Applications of the present study are shown in material processing systems and different industries. The important findings of present study are: chemical reaction parameter acts as resistive force to reduce the velocity whereas heat source parameter enhances the velocity.