Mango jam behaved as pseudoplastic fluid exhibiting yield stress. The Herschel–Bulkley (HB) model described adequately the steady-state rheological behavior of jam. Temperature dependence of the consistency index followed Arrhenius relationship. It has been demonstrated that steady-state characteristics alone were not sufficient to characterize the rheological behavior of jam. Mango jam exhibited time dependent rheological characteristics too. Characterization of the time-dependent flow properties of fruit jam is important for product development, establishment of relationships between structure and flow, and correlation of physical parameters with sensory evaluation. Time dependent structural breakdown characteristics of mango jam followed Hahn model. Hardness of mango jam increased with pectin concentration and acidity.