Birlas are Marwaris of Pilani of the Maheswari subcaste. Strict vegetarians and teetotallers, they venerate the cow and conform to Vaishnavite ritual. They marry within their sub-caste: a breach of this tradition can invite ostracism. They regarded the crossing of the seas sinful and had to undergo ritual cleansing before being readmitted. They prospered as small-time traders in Pilani till they found greener pastures in metros, mainly Bombay and Calcutta. Wherever they went, they carried their family traditions with them and remained a close-knit community. They earned goodwill where they settled by generous donations to charitable institutions.