Non-Newtonian fluids play an important role in our daily life. The visco-elastic nature of these fluids comprises a class of materials found in variety of items ranging from food, to plastic products, to the cosmetic products. The design and tunability of non-Newtonian fluids is only possible through an understanding of their complex dynamics and rheology. In this thesis, a filament stretching rheometer is used to investigate the extensional rheology of three important classes of complex visco-elastic fluids namely surfactants, suspensions and polymers. Surfactants with their unique molecular amphiphilic chemistry allow them to form long wormlike micellar structures, which behave like a living polymer . In our experiments we have chosen to...