OBJECTIVES:  To determine the pattern of self-medication among the people of region and to evaluate the factors associated with self-medication. METHODS:  The data for this study was collected by the survey method in community pharmacies. This was done by directly approaching the consumer for self-medication during the study period for their own use or as messengers for others. The structured research instrument was a simplified questionnaire, which sought information on demographic background and self-medication practices. The elicited data include demography, use of drug without doctor's prescription, type of drug used, reasons for self-medication, factors that influenced the choice of drug and source of drug.  RESULTS:  People of all socio-demographic categories practice self-medication. A total of 76.8% of the respondents indulged in self-medication practices. Of which, 33.0% used the medication inappropriately. The most frequently self-diagnosed illnesses or symptoms of illnesses were: GI illnesses, cough/cold and headache/fever. Of these illnesses, more than 35% were less than 24 hours duration and nearly 80% less than seven days duration of illness. The reasons given by respondents for self-diagnosis and self-medication were non-seriousness of the illnesses, for emergency use and prior experience about the illness with similar symptoms (39.7%) and even advice of non-physician health professional (33.5%). Whatever the duration of illnesses and reasons for self-diagnosis, nearly 65% requested drugs by mentioning the names of the drugs and more than one-fifth by telling the symptoms of their illnesses. Requests for analgesics/antipyretics were very high (60%) followed by antimicrobial drugs (40%) for all reported illness. Drug requested mostly in other conditions include cold/cough suppressants, Gastro Intestinal drugs and very low for ORS.  CONCLUSIONS: The level of inappropriate drug use denotes self-medication as an unhealthy option, and it therefore, should be discouraged.