A study was conducted to evaluate the concentration of cadmium and lead in rice and cereal products commonly consumed in South India. Samples from retail outlets were purchased and analysed for cadmium and lead using graphite tube atomic absorption spectrophotometry. The results indicated varying concentrations of these metals in different rice and cereal products. The daily dietary intake of cadmium and lead varied among different socio-economic groups, based on occupation, and choice of consumption. The findings suggest that rice is the major source of cadmium and lead among the rural population and economically-deprived class. The source of intake of toxic metals appears to be more diverse in the case of the urban middle class and the economically privileged class of South India.