Perceptions about varieties of brown rice: a qualitative study from Southern India.

Consumption of whole grains, such as brown rice, compared to white rice can decrease the risk of type 2 diabetes mellitus. This qualitative study conducted in 2009 sought to identify factors that can act as barriers to or promote acceptance of brown rice as a staple food among South Indian adults (n=65). Using purposeful sampling, eight focus groups were conducted among adults with normal body mass index and adults who were overweight, aged 24 to 47 years, living in slum and non-slum sites in Chennai, a city in Southern India. These focus groups, conducted in Tamil, the local language of Chennai, were homogenous by sex. The focus groups were audiotaped after obtaining consent. Results were transcribed and coded according to four major themes that emerged during the focus group discussions, including culture and dietary practices, factors influencing rice preferences, awareness and perceptions of brown rice, and barriers to and factors influencing acceptance of brown rice. Overall, the majority of participants favored eating rice and rice-based foods. Tradition largely dictated the specific form of rice that people consumed. Awareness about the nutritive properties of brown rice was poor and was cited as a major barrier to its acceptance. In addition, participants tended to consider cooked rice that was neither white nor long-grained to be inferior. However, they believed that although convincing people to switch to brown rice would be a slow process, promoting its healthful benefits could serve to popularize it.