Amazon launches Alexa+ in India with Hindi support
techcrunch ·
Amazon announced that its Alexa+ conversational assistant is now available in India with Hindi support, enabling longer conversations and better context retention. The service is in Early Access for all customers in India in both Hindi and English; after the testing period, it will be free for Prime members, while non-Prime users will pay ₹2,000 per month ($20.85). Alexa+ has a more expressive voice and can perform complex, multi-step tasks such as ordering groceries through Amazon Now and controlling smart-home devices, while users can switch between English and Hindi mid-sentence. It is integrated with Indian services including Swiggy, Zomato’s ticket-booking platform District, TripAdvisor, MakeMyTrip, EazyDiner, Amazon Music, and JioSaavn. TechCrunch reported in June that Amazon had begun testing Hindi conversations with Alexa+ and later started testing an English version. Amazon launched Alexa in India in English in 2017 and added Hindi in 2019; the company said its smart-home devices grew 20% from the previous year, without providing absolute figures, as it seeks to reach India’s more than 600 million Hindi speakers. Amazon first announced its generative-AI-powered Alexa+ in 2025, made it available to all U.S. users in 2026, and has also launched it this year in the U.K., Canada, Brazil, Mexico, Italy, and Germany with local-language context.
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