1. One or more computer-storage devices having computer-executable instructions embodied thereon that, when executed, perform a method for generating a normalized string based on a native string, wherein the native string comprises one or more native character-sets associated with an Indian writing system, the method comprising: identifying one or more native character-sets within the native string using an optimization attribute that takes into account size of the one or more character-sets being analyzed, wherein one of the one or more native character-sets comprises an initial native character-set having a greatest number of characters, including at least the first character of the native string, that matches a first predetermined native character-set, and each of the one or more native character-sets subsequent to the initial native character-set, if any, comprises the greatest number of characters, including at least the first character following a previous native character-set, that matches a corresponding predetermined native character-set; associating each of the one or more native character-sets with one or more phonetically corresponding normalized character-sets based on an 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 utilizing the query normalized string to identify search content related to the native string input by a user, wherein search content related to the native string input by the user is identified based on the query normalized string matching at least one normalized string associated with the search content.