It is thought that the word Chettiar is derived from Sanskrit word shresthi which means leader of a merchant guild. Hundred and fifty years ago, Chettiars were known to follow the jungle trails in South and Southeast Asia and establish businesses in the wildernesses that have now become bustling towns. Daring, courage and risk-taking were the characteristics of Chettiars of those generations. But after the traumatic post-Independence experiences of the community in some of these countries, Chettiars appear to have misplaced their venturesomeness and entrepreneuring acumen and have, in the better-educated community of today, opted for safe jobs (particularly in Information Technology) or almost equally safe agency businesses. Statistics point out that over 80 per cent of today's Chettiar graduates, both men and women, are opting for careers in the IT industry. It is of grave concern that this generation of Chettiars is getting deflected from traditional business ideas.
To address this issue and to find a platform where this generation of gadget savy Chettiars can collaborate, communicate, ideate and re-kindle their latent entrepreneurial prowess, Mrs. Solai Adaikalavan launched this website to bring Chettiars (Nagarathar's) from across the world on a single platform where they could, guide and be guided by the able, experienced elders.The website plans to utilize the digital communication platform, where today's generation is comfortable with, to be connected with the Nagarathar's, speaking their language and transcending geographical boundaries. The site is envisaged to be one of it's kind online initiative to communicate and be a catalyst in bringing back the glory Chettiars (Nagarathar's) enjoyed as entrepreneurs.