We study the Cauchy problem for the non-Newtonian incompressible fluid with the viscous part of the stress tensor ${\tau }^V\left(𝕖\right)=\tau \left(𝕖\right)-2{\mu }_1\Delta 𝕖$, where the nonlinear function $\tau \left(𝕖\right)$ satisfies ${\tau }_{ij}\left(𝕖\right)e_{ij}\ge c{\left|𝕖\right|}^p$ or ${\tau }_{ij}\left(𝕖\right)e_{ij}\ge {c\left(\right|𝕖|}^2+{\left|𝕖\right|}^p)$. First, the model for the bipolar fluid is studied and existence, uniqueness and regularity of the weak solution is proved for $p>1$ for both models. Then, under vanishing higher viscosity ${\mu }_1$, the Cauchy problem for the monopolar fluid is considered. For the first model the existence of the weak solution is proved for $p>\frac{3n}{n+2}$, its uniqueness and...