Non-Newtonian fluids are viscous fluids which rheological equation is different from rheological Newton’s equation and are widely spread. Such fluids are suspensions, sludges, melting of high-molecular polymers, paste, cement and other materials which belong to the class of soft matter.

Thus, in this paper, we propose rheological law as a generalization of Newton, Bingham and Ostwald laws. Through an example of fluid flow between coaxial cylindrical surfaces we show the possibility of using this law for parameters calculation of the processes.

non-Newtonian fluid, rheological equation, the Navier-Stokes equations.