Amazon is testing Alexa+ in India with Hindi support
Quick Answer
Amazon is expanding its Alexa+ conversational AI assistant to India, inviting users to test a Hindi-language version.
Quick Take
Amazon is expanding its Alexa+ conversational AI assistant to India, inviting users to test a Hindi-language version. This initiative aims to enhance user engagement in the Indian market by providing localized support.
Key Points
- Alexa+ will support Hindi, catering to a broader Indian audience.
- The testing phase invites local users to provide feedback on the assistant.
- This move aligns with Amazon's strategy to enhance AI accessibility in diverse languages.
- Localized AI assistants can significantly improve user experience and engagement.
- India's growing tech-savvy population presents a lucrative market for Amazon.
📖 Reader Mode
~2 min read
Amazon is planning to increase the footprint of its new conversational AI assistant Alexa+ to India and is inviting users in the country to test out a Hindi-language version.
The company sent out emails to some customers, which were seen by TechCrunch, asking users to fill out a form in Hindi by June 22 to join the beta-testing program.
“You are invited to join the Alexa+ Beta programme in India. We are creating a new Alexa experience, and your feedback will be important to refine what Alexa+ will be able to do. By joining the Alexa+ Beta programme, you’ll be notified when the testing experience in Hindi (India) is available to you,” the email read.
The email added that the beta software would have bugs and might give inaccurate information or mispronounce local nuances. The company confirmed that it is testing Alexa+ in India but didn’t provide a comment.
At the moment, Alexa+ is not available in India, and it is not clear when it will launch in the country. Amazon launched Alexa in India with English support in 2017 and added Hindi compatibility in 2019. More than 600 million people speak Hindi in India, and Amazon is trying to tap the market of native speakers who might speak both Hindi and English in a code-mixed way. Companies know that voice might be a big factor in AI tool usage in India and are finding new ways to have people talk to assistants.
Amazon first announced the generative AI-powered conversational assistant Alexa+ in 2025. However, its rollout was slow, and the new experience was made available to all U.S. users only in February. This year, the company has increased Alexa+’s footprint to countries like the U.K., Canada, Brazil, Mexico, Italy, and Germany, with support for local context. Amazon offers Alexa+ to Prime customers for free, and others can pay a monthly fee to access the updated assistant.
Topics
When you purchase through links in our articles, we may earn a small commission. This doesn’t affect our editorial independence.
Ivan covers global consumer tech developments at TechCrunch. He is based out of India and has previously worked at publications including Huffington Post and The Next Web.
You can contact or verify outreach from Ivan by emailing im@ivanmehta.com or via encrypted message at ivan.42 on Signal.
— Originally published at techcrunch.com
Want this in your inbox every morning?
Daily brief at your local 8am — bilingual EN/中文, free.
More from TechCrunch
See more →
Qualcomm wants to be the chip inside whatever replaces your smartphone, and it just announced two products toward that end
Qualcomm is developing over 40 new AI hardware designs aimed at becoming the core technology in devices that will replace smartphones. This strategic move highlights Qualcomm's ambition to lead in the next generation of mobile computing, focusing on AI integration across various platforms.
