Present article highlights the significance of Arrhenius activation energy along with viscous dissipation in Jeffrey fluid over a Riga plate. Riga plate is basically an actuator made up of array of magnets and electrodes scaled on a plane surface to tackle the weaker electrical conductivity during fluid flow. In order to ensure the novelty, a reliable melting heat surface condition has been incorporated on nonlinear stretching Riga plate of variable thickness to reconnoiter features of heat transfer. Moreover, stagnation point has been retained in this study. Adequate transformations are employed in order to attain system of nonlinear ordinary differential equations. A well known semi analytical technique (Homotopy analysis method) is utilized to obtain series solutions of prevailing dimensionless equations. Influence of several apposite parameters on velocity, thermal and concentration distributions is analyzed graphically. Physical evaluation and graphical sketch is presented for drag force coefficient and rate of heat transfer. Analysis of velocity as well as associated boundary layer thickness gives the growing up impact for the strength of modified Hartmann number. Enhancement of dimensionless reaction rate and endothermic/exothermic reaction parameter results in increment for heat flux over stretching Riga plate. Increase in thermal distribution takes place for higher Eckert number while thermal boundary layer thickness depicts opposite trend in this case. Concentration boundary layer thickness enhances while concentration profile declines for higher Schmidt number. Velocity distribution is found to be incremented for intense melting process. Higher dimensionless activation energy parameter is analyzed to be responsible for growing up concentration field.