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Alexa is now available in Hindi; Great GTM

Alexa can now understand Hinglish – you can ask ask Alexa to sunao Bollywood gaana.

“We are thrilled to bring a suite of AI advances in multi-lingual understanding so that customers can interact with Alexa in different regional variants of colloquial Hindi. We are grateful to Indian customers who contributed to Hindi development through the Cleo skill,” said Rohit Prasad, Vice President, and Head Scientist, Alexa AI, Amazon, in a statement.

You can change their device language to Hindi via language options inside the device settings on the Alexa app (or just ask: “Alexa, help me set up Hindi”).


Adds Ashish: This is a great GTM plan – not sure how much of it was just timed, but given Amit Shah’s push for Hindi as the official language – I am sure Amazon did something clever here 🙂

Aside, this will open up new opportunities for those who have been building local skills – otherwise before the Alexa fizz goes off for developers, giving them access to mass audience is the first way for Amazon to prove its worth to developers. And Hindi is a great start.