How to go about SEO when the content on all the pages is in a regional language (with its own script which is non-roman) but majority of searches are in the same language but roman script?

[Tumul]

For example, the entire content is in an Indian language called Gujarati and the script is also Gujarati. However, when I did a keyword research, I found that majority of the searches are in Gujarati langugage by roman script e.g. "gujarati sahitya" meaning Gujarati literature.

Any ideas would be appreciated.