Amazon launches Alexa+ in India with Hindi support

Amazon has launched its Alexa+ conversational assistant in India with support for Hindi. The assistant is available to all customers in the country during Early Access in Hindi and English.

Amazon said Alexa+ can maintain context through longer conversations, use a more expressive voice and handle complex, multi-step tasks. These include ordering groceries through Amazon Now and turning smart-home devices on or off. Users can also switch between English and Hindi mid-sentence.

Alexa+ is integrated with India-based services including Swiggy, Zomato’s ticket-booking platform District, TripAdvisor, MakeMyTrip and EazyDiner. It also works with Amazon Music and JioSaavn.

After Early Access, Alexa+ will be free for Prime customers. For non-Prime customers, Amazon said the price would be ₹2,000 per month ($20.85). Amazon did not provide absolute figures, but said its smart-home devices grew 20% from last year.

Amazon launched Alexa in India in English in 2017 and added Hindi support in 2019. The company said India has more than 600 million Hindi speakers. Amazon initially announced its generative-AI-powered Alexa+ in 2025 and made it available to all U.S.-based users in 2026. TechCrunch previously reported on the company’s Hindi testing program.