The rheological behaviour of anatase $TiO_2$ with organic coating has been investigated extensively in this study. The yield stress was measured over a wide range of solids concentration and pH using stress-controlled and speed-controlled rheometers. The organic treatment leads to a shift of the isoelectric point (IEP) from around pH 5.5 to pH 2.4. A maximum yield stress occurs in the vicinity of the isoelectric point determined by electrokinetic measurements. The transition of rheological behaviour between elastic solid and viscous liquid is represented by a stress plateau in a plot of stress against strain. It is hypothesised that the slope of the stress plateau reflects the uniformity of the structure, and hence the distribution of bond strength. Altering the concentration and the surface chemistry can vary the bond strength and its distribution. therefore, resulting in different type of failure: "ductile-type" or "brittle-type". pH and volume fraction dependence of yield stress could be described quantitatively using existing models with reasonable agreement.easonable agreement.