Amazon Expands Alexa+ to India With Hindi and English Support
Amazon announced today that its next-generation conversational assistant, Alexa+, is now available in India, with full Hindi support. The upgraded assistant is designed to sustain longer, more natural conversations while maintaining context across turns, marking a significant step forward from the earlier rule-based Alexa experience.
Early Access and Pricing
The feature is launching in Early Access for all customers in the country in both Hindi and English. Following the initial testing period, Amazon plans to make Alexa+ free for Prime subscribers. Non-Prime customers will be charged βΉ2,000 per month (approximately $20.85).
More Expressive Voice and Complex Task Handling
According to Amazon, the new Alexa features a more expressive voice and can handle complex multi-step tasks β from ordering groceries through Amazon's quick commerce service, Amazon Now, to controlling smart home devices. Users can seamlessly switch between English and Hindi mid-sentence, a capability that reflects the bilingual speaking patterns common across much of India.
Deep Integration With Local Services
Amazon has integrated Alexa+ with a range of India-based services, including:
- Swiggy for food delivery
- District (Zomato's ticket booking platform)
- TripAdvisor and MakeMyTrip for travel
- EazyDiner for restaurant reservations
- Amazon Music and JioSaavn for music streaming
These partnerships position Alexa+ as a genuinely localized assistant rather than a simple language translation of its U.S. counterpart.
A Multi-Year Rollout in India
Amazon initially launched Alexa in India in English in 2017 and added Hindi support in 2019. With more than 600 million Hindi speakers in the country, Amazon is clearly aiming to capture a substantial share of that market through its smart devices and new AI-driven features. The company did not disclose absolute figures but said its smart home devices have grown 20% year over year.
In June 2026, TechCrunch reported that Amazon had invited users to enroll in a testing program for Alexa+, allowing them to converse with the assistant in Hindi. Subsequently, the company began testing an English version of Alexa+ as well.
Global Rollout of Alexa+
Amazon first unveiled its generative AI-powered Alexa+ in 2025 and made it available to all U.S.-based users in 2026. This year alone, the company has also launched the assistant in markets including the U.K., Canada, Brazil, Mexico, Italy, and Germany, each with local language context.
India's launch represents one of the most strategically important deployments for Alexa+, given the country's scale, linguistic diversity, and rapidly growing smart device adoption.
via TechCrunch AI