Amazon has brought its new Alexa+ assistant to India, and it speaks Hindi. The company announced today that the conversational tool is now available in the country in Early Access, with support for both Hindi and English. After a testing period, Prime customers will get it free; everyone else pays ₹2,000 per month, or about $20.85.
The assistant can keep talking for longer stretches and remember what came before, according to Amazon. That means it can follow a conversation across multiple steps, including ordering groceries from Amazon Now, the company’s quick-commerce service, or controlling smart home devices. Users can switch between Hindi and English mid-sentence, which Amazon says makes sense for a country where many people mix languages in daily speech.
Alexa+ in India
Alexa+ comes with a long list of local integrations. Amazon says the assistant works with India-based services such as Swiggy, the food delivery app; District, Zomato’s ticket booking platform; TripAdvisor and MakeMyTrip, the travel sites; and EazyDiner, the restaurant reservation app. It also connects to Amazon Music and JioSaavn, the music streaming services.
The company did not give absolute numbers for device sales in India, but it said its smart home devices have grown by 20% from last year. India has more than 600 million Hindi speakers, and Amazon is clearly aiming to tap that market with its smart devices and new features.
From Testing to Launch
TechCrunch reported in June that Amazon had invited users to enroll in a testing program for Alexa+, allowing conversations in Hindi. The company then moved to testing an English version of the assistant. Today’s announcement extends that to all customers in India who want to try it early.
| Feature | Alexa+ in India |
|---|---|
| Language support | Hindi and English |
| Early Access pricing | ₹2,000 per month ($20.85) for non-Prime |
| Prime pricing | Free after testing period |
| Conversation length | Longer, with maintained context |
| Mid-sentence switching | Hindi to English allowed |
| Market | Status |
|---|---|
| India | Early Access, Hindi and English |
| U.S. | Full rollout, 2026 |
| U.K., Canada, Brazil, Mexico, Italy, Germany | Launched this year |
The Price Structure
The price difference between Prime and non-Prime customers is notable. Prime members get the assistant for free after the testing period, while non-Prime users pay the monthly fee. The move shows how Amazon is positioning Alexa+ in India.
Amazon originally launched Alexa in India in English in 2017 and added Hindi support in 2019. Alexa+ now extends that foundation with a more expressive voice and the ability to handle complex, multi-step tasks.
The Indian launch follows the same pattern as other markets, where Alexa+ supports local language context. The assistant pairs Hindi-language support with a long list of local Indian integrations, showing Amazon’s effort to build Alexa around how Indians actually live.
The testing period will determine whether the full rollout goes smoothly. For now, the launch pairs Hindi-language support with a long list of local Indian integrations.
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