One or more computer-readable media having computer-executable instructions embodied thereon that, when executed, perform a method for generating a query normalized string based on a query native string, wherein the query native string comprises one or more native character-sets associated with an Indian writing system, and for generating one or more search content normalized strings, the method comprising: obtaining (602, 606) the query native string and one or more search content native strings associated with search content based on an English writing system; identifying one or more native character-sets within the query native string, wherein one of the one or more native character-sets comprises an initial native character-set including at least the first character of the query native string, and each of the one or more native character-sets subsequent to the initial native character-set, if any, comprises at least the first character following a previous native character-set; wherein identifying the one or more native character-sets within the query native string comprises identifying the one or more native character-sets based on an optimized attribute comprising the largest character set size; associating each of the one or more native character-sets with one or more phonetically corresponding normalized character-sets based on the English writing system; generating a query normalized string, wherein the query normalized string comprises the one or more phonetically corresponding normalized character-sets based on the English writing system, and the one or more search content normalized strings based on each of the one or more search content native strings; determining if the query normalized string matches any of the one or more search content normalized strings; indexing the one or more search content normalized strings that match the query normalized string; and utilizing the indexed one or more search content normalized strings to obtain the search content associated with the one or more search content normalized strings. obtaining (602, 606) the query native string and one or more search content native strings associated with search content based on an English writing system; identifying one or more native character-sets within the query native string, wherein one of the one or more native character-sets comprises an initial native character-set including at least the first character of the query native string, and each of the one or more native character-sets subsequent to the initial native character-set, if any, comprises at least the first character following a previous native character-set; wherein identifying the one or more native character-sets within the query native string comprises identifying the one or more native character-sets based on an optimized attribute comprising the largest character set size; associating each of the one or more native character-sets with one or more phonetically corresponding normalized character-sets based on the English writing system; generating a query normalized string, wherein the query normalized string comprises the one or more phonetically corresponding normalized character-sets based on the English writing system, and the one or more search content normalized strings based on each of the one or more search content native strings; determining if the query normalized string matches any of the one or more search content normalized strings; indexing the one or more search content normalized strings that match the query normalized string; and utilizing the indexed one or more search content normalized strings to obtain the search content associated with the one or more search content normalized strings.