Amazon launches AI-powered Alexa+ in India with Hindi and Hinglish support

Amazon started an early-access phase for Alexa+, its generative-AI version of the Alexa voice assistant, in India, providing free use while the trial lasts. The service understands English, Hindi and Hinglish, can switch between them within a single sentence, and has been trained on Indian terms, family relations and cultural cues such as Bollywood and cricket. Teams in Bengaluru, Hyderabad, Pune and Chennai created the language models and speech-recognition components.

Alexa+ integrates with Indian services including Swiggy, MakeMyTrip, District by Zomato, Atomberg and others, and supports music and video providers like Spotify and Netflix. After early access, Prime members keep the service at no extra cost; other users must subscribe for Rs 2,000 a month. Additional Indian languages are planned, and the assistant can manage smart-home devices, shopping, and document queries across Echo and Fire TV devices.