Background: Food fortification is the addition of one or more essential nutrients to a food whether or not it is normally contained in the food, for the purpose of preventing or correcting a demonstrated deficiency of one or more nutrients in the population or specific population groups. The present cross-sectional study was conducted to obtain comprehensive information towards consumption of Targeted Fortified Products (TFP) among rural and urban mothers of children < 3 years in Jaipur, India. Methods: In this cross-sectional study conducted in 2012, three hundred rural and urban mothers were selected from Primary Health Centre, Achrol Village and Uniara Hospital in Jaipur, Rajasthan. The data were collected using a self-administered questionnaire. The current nutritional status of children was determined by anthropometric measurements. Results: A total of 53.33% rural and 65.33% urban mothers had knowledge (P=0.046), amongst which 52.67% rural and 66.00% urban mothers (P= 0.026) consumed TFP directed towards mothers. In addition, 56% rural and 94.67% urban mothers had knowledge (P=0.000) about TFP directed towards children, amongst which 19.33% rural and 50.67% urban mothers (P=0.000) fed their children with TFP. Conclusion: There was significantly less awareness regarding consumption of TFP directed towards both pregnant women and children among rural when compared to urban population. Attitudes seemed to be governed by the traditional beliefs and family influences of region rather than the knowledge obtained. There is a need of intensive coordinated efforts to create awareness among mothers to enhance the maternal and child diets through TFP.