Amazon's Alexa+ Arrives in India, Adds Hindi Conversational Abilities
Amazon has made its Alexa+ assistant available to all users in India during an early access period, supporting both Hindi and English. The upgraded assistant can handle multi-step tasks like ordering groceries and controlling smart home devices, and integrates with local services such as Swiggy and MakeMyTrip. After the trial, Prime members will get it free, while others will pay about $20.85 per month.
The rollout extends Amazon's decade-long push into India's voice assistant market, where the original Alexa debuted in English in 2017 and added Hindi two years later. With more than 600 million Hindi speakers nationwide, language support is central to Amazon's growth strategy for its smart device lineup, which the company reports has expanded 20% compared to last year.
Beyond basic queries, Alexa+ handles multi-step transactions, connecting with food delivery, travel booking, and restaurant reservation platforms. The assistant can alternate between English and Hindi within a single sentence while preserving conversational context. Amazon has been gradually expanding Alexa+ internationally, having already introduced it in the U.S., U.K., Canada, Brazil, Mexico, Italy, and Germany with localized language support.
The introduction of a Hindi-capable conversational assistant in India could significantly alter how hundreds of millions of users interact with technology, especially those who are less comfortable operating in English. By integrating with popular local services, Alexa+ may become a routine tool for everyday tasks like ordering food and booking travel. However, the monthly fee for non-Prime customers could create an access gap, potentially limiting adoption among lower-income households. Additionally, as the assistant handles more personal transactions, privacy concerns about always-on voice devices may intensify.