Flow characteristics of juice of "Kesar" mango have been investigated and rheological parameters were evaluated using rotational viscometer at temperature 20, 30, 40, 50, 60 and 70 degrees C at concentration of 7.6%, 11.69%, 16.37% and 26% total solid. The experimental results followed the power law model for the best fit and the values of flow behaviour index (n) was less than unity (0.20-0.33) at all temperature and concentration revealing the shear-thinning (pseudoplasticity) nature of juice. An obvious correlation between consistency coefficient, in the range of 0.32-80.09 Pa s(n) and inverse absolute temperature has been exhibited by Arrhenius model. Power equation indicated that consistency coefficient increased non-linearly with increase in concentration. The magnitude of activation energy were found in the range of 3.8-13.7 kJ/mol K. (c) 2006 Elsevier Ltd. All rights reserved.