A friend introduced me to the notion of a ‘chewing-gum’ concept – one that has the flexibility to be stretched or shrunk as needed to suit the context. This immediately solved a problem that had been vexing me for months. The problem was the following: I had been toying with launching local language versions of this blog but had found myself stymied by the challenge of translating meaningfully its name – The South Asian Idea. What had come so naturally in English turned into an impossible task in, say, Hindi or Urdu. There were two questions here: why was the task proving to be difficult and what was to do be done about it?