In this competitive world, productivity is a most crucial factor. Every organization must maintain an enough productivity to satisfy the market's demand, to sustain in this world of competition. Productivity of an assembly line mainly depends on the standard time required to complete the assigned task. Therefore, the work measurement techniques have great importance in enhancing the productivity of the assembly line. This study aims to improve the productivity of an automotive assembly line where in the productivity of existing assembly process is insufficient to fulfil the required demand. In this study, a new combination of a work measurement technique Modular Arrangement of Predetermined Time Standards (MODAPTS) and elimination of Non-Value-Added (NVA) activities, is used to enhance the productivity of assembly line. Firstly, the NVA activities are eliminated to smooth the workflow. Further, MODAPTS has been used to estimate the appropriate standard time required to complete the assembly tasks. Modular Arrangement of Predetermined Time Standards revealed the excessive movements of operators, and helps to minimize the fatigue of the operators working on the assembly line. The elimination of NVA activities followed by implementation of MODAPTS, has been used as an effective approach that enhances the productivity of assembly line by 25.85%. Further, the significance of the applied approach is validated by conducting a statistical test.