Due to the heavy-quark symmetry of Non-Relativistic Quantum Chromodynamics (NRQCD), the cross-section for the production of η_c can be predicted. This NRQCD prediction when confronted with data from the LHCb is seen to fail miserably. We address this LHCb η_c anomaly in this paper using a new approach called modified NRQCD, an approach that has been shown to work extremely well for studying J/​ψ, ψ′ and χ_c production at the LHC. We show, in the present paper, that the predictions for η_c production agrees very well with LHCb measurements at the three different values of energy that the experiment has presented data for. Modified NRQCD also explains the intriguing agreement of the LHCb η_c data with the colour-singlet prediction. The remarkable agreement of the theoretical predictions with the LHCb data suggests that modified NRQCD is closer to apprehending the true dynamics of quarkonium production.