Amazon has invited Indian users to join a beta programme for Alexa+ with Hindi support, sending emails requesting sign-ups by June 22. The company warned participants that the software contains bugs and may mispronounce local nuances or provide inaccurate information. This move follows a slow global rollout of the generative AI assistant, which launched in the United States in February 2025 before expanding to the United Kingdom, Canada, Brazil, Mexico, Italy, and Germany. Amazon previously added Hindi compatibility to the original Alexa in 2019, yet this new iteration aims to address the specific needs of over 600 million Hindi speakers who often code-mix English and their native language. Voice interaction remains a critical factor for AI tool adoption in India, where many users prefer speaking to assistants rather than typing. The service is currently free for Prime members, while non-subscribers can access the updated assistant by paying a monthly fee.
The expansion signals Amazon’s attempt to capture a market where voice usage is growing rapidly among native speakers. By testing local context and language nuances, the firm hopes to refine an experience that has struggled with consistency in other regions. Success here depends on whether the model can handle the complex grammar and speech patterns common in Indian English.
* Beta testing requires users to complete a form in Hindi by June 22.
* Alexa+ is not yet available for general use in India.
* The original Alexa launched in the country with English support in 2017.
