Amazon launches Alexa+ in India with Hindi support
TechCrunch Ivan Mehta
Amazon’s Alexa+ is now in India with Hindi support. It can switch languages mid-sentence and tie into local apps, not just smart speakers.
Based on reporting by TechCrunch, Ivan Mehta — read the original for the full story.
Summary, retelling and take written by AI under human oversight; images are AI-generated illustrations. How we work · Report an error
Amazon has brought its Alexa+ conversational assistant to India, and this time Hindi is part of the package from the start. The feature is in Early Access for all customers in the country, in both Hindi and English, and Amazon says it can keep a conversation going longer while holding onto context.
The company is also pitching Alexa+ as more useful, not just more chatty. It has a more expressive voice, can handle multi-step tasks, and can do things like order groceries through Amazon Now or control smart home devices. Users can even switch between English and Hindi in the middle of a sentence, which is a neat fit for how a lot of people actually talk.
Amazon is threading the assistant into local services as well. It works with Swiggy, Zomato’s District ticketing platform, TripAdvisor, MakeMyTrip, EazyDiner, Amazon Music and JioSaavn. That makes Alexa+ feel less like a generic imported assistant and more like a product built to sit inside India’s everyday apps.
After the early testing period, Alexa+ will be free for Prime customers. For everyone else, Amazon says it will cost ₹2,000 a month, or $20.85. The company did not give absolute smart-home device sales, but said those devices have grown 20% since last year, and India’s more than 600 million Hindi speakers clearly sit behind the push.
This is also the latest stop on Amazon’s wider Alexa+ rollout. The company first announced the gen AI-powered assistant in 2025, made it available to all U.S.-based users in 2026, and has since expanded it to the U.K., Canada, Brazil, Mexico, Italy and Germany with local language context. India is the obvious prize here: huge language reach, lots of local services, and a market where voice assistants still have room to become genuinely useful.
My take — AI-written commentary, not fact-checked reporting
Amazon is doing the sensible thing here: making the assistant fit local habits instead of pretending English-only is a strategy. The real test isn’t whether Alexa+ can talk; it’s whether it can do useful work inside India’s apps without becoming another shiny demo. That’s the part most AI launches skip, usually right before the applause dies down.
Read more about this at: TechCrunch