Almost half of global population consuming cereal-based foods is deficient in one or more of the essential nutrients such as iron, zinc, and vitamin A. The best approach, especially for those who cannot afford a varied vegetable, fruit and meat based diet, is providing nutrient enriched staple crops. Biofortification of wheat with the carotenoids is a potential mechanism for alleviating vitamin A deficiency. In addition to their role as precursors of vitamin A, carotenoids have been associated with certain other health benefits. In North India, wheat is mainly consumed in the form of flat bread or chapatti for all meals. In the present study, we increased the 'Y gene' based carotenoid pigments in the most popular wheat variety HD 2967 using marker assisted selection. The Y gene from Lophopyrum ponticum leads to increase in yellow pigment in the endosperm and is linked with the genes Lr19 and Sr25. This translocation was hardly used in the bread wheat breeding in spite of resistance and high yield conferring traits due to the yellow colour of the flour due to Y gene. Its nutritional significance has been realized recently and needs to be capitalized on in case of products other than bread. The durum wheat line with Lr19-Sr25-Y gene translocation was crossed with HD2967 and F2 population was screened for presence of Y gene using STS marker BF145935 marker assisted selection (MAS) as well as for carotenoid pigment content using biochemical methods. Further, selected plants with high pigment and having Y gene were back crossed to HD2967. BC1F2 was advanced to BC1F6, selecting agronomically elite lines having Y gene correlated with high pigments in every generation.. The selected high yielding homozygous lines have been developed with pigment content up to 12ppm in comparison to 3-4ppm for other wheat varieties.