The combined effects of chemical reaction and viscous dissipation on hydromagnetic mixed convective flow towards a vertical plate embedded in a highly porous medium with radiation and internal heat generation has been examined. The governing boundary layer equations have been transformed to a two-point boundary value problem using a local similarity approach and solved numerically using the Newton Raphson shooting method alongside the Fourth-order Runge-Kutta algorithm. The effects of various embedded parameters on fluid velocity, temperature and concentration have been presented graphically whilst the skin friction coefficient and the rates of heat and mass transfers have been tabulated for varying controlling parameters. The results indicate that the magnetic parameter, the local Grashof numbers and all the controlling parameters identified directly influence the flow around the boundary and hence can be controlled to achieve desired product characteristics.