Amazon is testing Alexa+ in India with Hindi support

Amazon is expanding its generative AI-powered Alexa+ assistant into India with Hindi language support, targeting the 600+ million Hindi speakers and tapping into the critical voice-AI market opportunity in emerging economies. This strategic move follows successful rollouts across multiple international markets and reflects the growing importance of localized, native-language AI assistants as a competitive differentiator in non-English speaking regions. For IT leaders, this signals the need to prepare enterprise AI strategies that prioritize multilingual support and regional language capabilities to remain competitive in global markets.