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Published on : Jun 29, 2017

Soon customers in India will be able to ask Amazon’s Alexa to play their favorite song or book an Uber, and this without actually switching the language to English. By the end of the current year, Amazon is hoping to introduce the Alexa Voice Service in the country in combination with its Echo speakers. This was revealed by two sources in the know.

Initially, the speakers will be launched in an English interface and a later update will enable the speakers to respond to commands made in various regional languages, such as Tamil, Marathi, and Hindi. This multilingual interface is under development at Amazon’s facility in Chennai. However, Amazon has not yet confirmed or denied the same.

Alexa Looking to Offer Indians Unique Technology Experience

Not very different from Google Assistant on Home, Alexa on Echo is looking to offer the tech-savvy crowd in India a unique technology experience wherein they can execute various commands such as booking a cab and purchasing groceries online while sitting in their offices or at home. For those interested in experiencing this one-of-a-kind feature, Alexa will be linked to Amazon’s online site, which is presently enjoying the second spot in online shopping in India. This feature will also help Amazon cater to the growing population of urban customers in India, an increasing number of which enjoy Prime membership services with speedier delivery and other benefits.

Major Barriers likely to Hamper Amazon’s Efforts

The main hurdles that Amazon is likely to face and inhibit Alexa’s entry in India include large family structures and two-factor payment authentication. However, a senior executive has said that Amazon is hoping to work around these challenges by using India-specific innovations such as passphrases. Attractive initial offers with respect to price are in the pipeline for the Indian market, a strategy adopted by Amazon Prime Video, which ended up being rather successful.