Breast cancer is the most frequently occurring malignancy among women in India, however, the recorded stage distribution at presentation in India is less favorable than in Europe. Health beliefs are important in help-seeking for potential symptoms of disease, which may be particularly important among women who do not have access to breast screening programs. The purpose of this study was to examine Indian women's beliefs about breast cancer and help-seeking for the disease and how these beliefs related to their intentions to seek help for a symptom of breast cancer. Furthermore, the study aimed to examine differences in the beliefs of urban- and rural-based women. Of 800 women, 685 were recruited in Allahabad in Northern India (response rate 86%). The women completed a questionnaire examining beliefs about breast cancer and help-seeking. One in four women reported that they would delay seeking help for at least one month following the discovery of a symptom of breast cancer. Rural respondents held more negative beliefs about breast cancer and were also more likely to report less positive attitudes toward help-seeking and a belief that they would be discouraged from seeking help. The findings of the study provide suggestions for the targeting of an intervention aimed at improving early detection and help-seeking for breast cancer symptoms. This may be of particular importance in India where a breast cancer screening program does not currently exist and is being debated.