A generalized Landau-Ginzburg-de Gennes theory of cholesteric pitch in lyot
ropic chiral liquid crystals is presented. Using the non-critical order par
ameter, introduced by Toledano and Figueiredo Neto, the question of pitch d
ependence on micellar shape is addressed. This extra order parameter accoun
ts for the shape change of the micelles. The predictions agree qualitativel
y with the unique experimental observations of Lopes and Figueiredo Neto.