Herein, we describe a unique, metal-free, visible-light-mediated protocol for the synthesis of chiral 3-substituted chromenones. This method utilizes bench-stable and inexpensive TBAI as a reaction promotor, enabling access to stereoretentive and regioselective construction of a challenging carbon-carbon bonds. The developed approach constitutes attractive strategy for the preparation of structurally diverse molecules and benefits from the operational simplicity.