During waterflooding of a fractured formation, water may channel through the fracture or interconnected network of fractures, leaving a large portion of oil bearing rock unswept. One remedial practice is injection of a gelling solution into the fracture. Such placement of a gelling mixture is associated with leak-off from the fracture face into the adjoining matrix. Design of a gel treatment needs understanding of the flow of gelling mixture in and around the fracture. This flow is addressed here for Cr(III)-partially hydrolyzed polyacrylamide formulation through experiments and conceptual model. A fractured slab was used to develop a lab-model, where the flow along the fracture and simultaneous leak-off into the matrix can be controlled. Also, the fracture and matrix properties had to be evaluated individually for a meaningful analysis of the displacement of gelling solution. During this displacement, the gelling fluid leaked off from the fracture into the matrix as a front, resulting in a decreasing velocity (and pressure gradient) along the fracture. With pressure in the fracture held constant with time, the leak-off rate decreased as the viscous front progressed into the matrix. The drop in leak-off rate was rapid during the initial phase of displacement. A simple model, based on the injection of a viscous solution into the dual continua, could explain the displacement of Cr(III)-polyacrylamide gelling mixture through the fractured slab. This study rules out any major complication from the immature gelling fluid, e.g., build-up of cake layer on the fracture face. The model, due to its simplicity may become useful for quick sizing of gel treatment, and any regression-based evaluation of fluid properties in a fracture for other applications.