Ethnomedical and Sociocultural Factors of Pica Substances in Rural South India.

Pica, the intentional ingestion of culturally determined "nonfood" substances, occurs cross-culturally and most commonly during pregnancy. The current study describes women's perceptions of ethnomedical and sociocultural aspects of pica along with familial acquisition and transmission of knowledge and behaviors in a South Indian population. Findings showed that in contrast to Western models of pica, nonfood consumption is not entirely taboo; consumers rely on local remedies to cure overconsumption; and perceptions of prevalence extend beyond pregnancy. Future research on pica should consider consumption patterns outside of pregnancy and the role stigma plays in individuals seeking assistance for overconsumption.