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 struc- tural breakdown characteristics of mango jam followed Hahn model. Hardness of mango jam increased with pectin concentra- tion and acidity.