Comment by novok

They do need to localize the name to fit the language of people using it although. It's like Kakaotalk insisting keep all written forms of their app's name in hangul: 카카오톡, which sounds like "kakaotog" in korean. That would be a recipie for not being searchable outside of Korea.

Similarly, for English, I would label it Kutch and probably make other appropriate photogenic transliterations for other languages.