The present paper deals with the analysis of melting heat and mass transfer characteristics in the stagnation point flow of an incompressible generalized Burgers fluid over a stretching sheet in the presence of non-linear radiative heat flux. A uniform magnetic field is applied normal to the flow direction. The governing equations in dimensional form are reduced to a system of dimensionless expressions by implementation of suitable similarity transformations. The resulting dimensionless problem governing the generalized Burgers is solved analytically by using the homotopy analysis method (HAM). The effects of different flow parameters like the ratio parameter, magnetic parameter, Prandtl number, melting parameter, radiation parameter, temperature ratio parameter and Schmidt number on the velocity, heat and mass transfer characteristics are computed and presented graphically. Moreover, useful discussions in detail are carried out with the help of plotted graphs and tables. Keywords: Generalized Burgers fluid, Non-linear radiative flow, Magnetic field, Melting heat transfer