Madurai wakes up early. Before the traffic builds and the temples fill with devotees, small shop owners are already opening shutters, arranging products, and preparing for the day. A tea shop owner wipes the counter, a textile store rolls out new sarees in the display, and a small bakery begins its first batch of buns. For decades, this rhythm worked perfectly. People walked through streets, discovered shops, asked friends for recommendations, and trusted what they saw with their own eyes. But somewhere along the way, another street appeared — not made of concrete, but made of screens. Today, many local brands in Madurai are learning to open a second shop on that street: the internet. When Word-of-Mouth Became Word-of-Search In the past, if someone wanted a good tailor or the best jigarthanda in town, they asked neighbors or relatives. Now they type. A simple search has quietly replaced dozens of conversations. Instead of asking five people, someone checks reviews, photos, and In...