The present paper describes a micromechanical technique to determine rheological properties of viscous fluid reinforced with unidirectional continuous fibers. Fluid viscosity is described by a shear thinning model and high viscosity is considered for continuous fibers having considerable rigidity compared to net fluid. The microstructure is identified by a representative volume element that is subjected to equivalent macroscopic deformation fields. The energy balance and periodicity conditions are considered to relate deformation and stress in macro and micro-levels. It is shown that response of viscous fluid reinforced with rigid fibers depends on deformation history as well as rate-of-deformation in the transverse intraply shear and transverse squeeze flows. An orthotropic viscous constitutive equation is derived to describe response of such materials. The material viscosities are evaluated for viscous fluid reinforced with different fiber volume fractions during deformation applied in different rates of deformation. The results are used to derive the functions predicting effective anisotropic viscosities of reinforced fluid. (C) 2010 Elsevier B.V. All rights reserved.