We consider the interaction potential between two chiral rod-like colloids which consist of a thin cylindrical backbone decorated with a helical charge distribution on the cylinder surface. For sufficiently slender helical rods a simple scaling expression is derived which relates the chiral 'twisting' potential to the microscopic properties of the particles, such as the internal helical pitch, charge density and electrostatic screening parameter. To predict the behaviour of the macroscopic cholesteric pitch of the fluid bulk phase we invoke a simple second-virial theory generalized to treat anisotropic states with weakly twisted director fields. It is shown that, while particles with weakly coiled helices always form a cholesteric phase whose helical sense is commensurate with that of the internal helix, more strongly coiled rods lead to the formation of a cholesteric state of opposite sense. The correlation between the helical symmetry at the microscopic and macroscopic scale is found to be very sensitive to the pitch of the Yukawa helix. Mixing helical particles of sufficiently disparate length and internal pitch may give rise to a demixing of the uniform cholesteric phase into two fractions with a different macroscopic pitch. Our findings could be relevant to the interpretation of experimental observations in systems of cellulose and chitin microfibres, DNA and fd virus rods.