Amazon today announced that its Alexa+ conversational assistant is now available in India with support for Hindi. The new assistant can hold conversations for longer and maintain context during them.
This feature is available to all customers in the country with early access in Hindi and English. After an initial testing period, the company plans to make Assistant free for Prime customers. For non-Prime customers, the price will be ₹2,000 ($20.85) per month.
The company says the new Alexa has more expressive voices and can handle complex, multi-step tasks, such as ordering groceries on Amazon Now and turning smart home devices on and off. Users can switch between English and Hindi mid-sentence.
Amazon added that Alexa+ is integrated with India-based services such as food delivery service Swiggy, Zomato’s ticket booking platform District, travel websites such as TripAdvisor and MakeMyTrip, and restaurant booking app EazyDiner. The upgraded assistant also integrates with music streaming services like Amazon Music and JioSaavn.
TechCrunch reported in June that the company invited users to sign up for an Alexa+ test program that would allow them to converse with the assistant in Hindi. Later, the company also began testing the English version of Alexa+.
Amazon launched the English version of Alexa in India in 2017 and added Hindi support in 2019. There are more than 600 million Hindi speakers in India, and Amazon is trying to tap into that market with smart devices and new features. The company did not provide absolute numbers, but said its smart home devices have grown 20% over last year.
Amazon first announced AI-powered Alexa+ in 2025 and made it available to all US-based users in 2026. This year, the company also launched new assistants with local language context in markets such as the UK, Canada, Brazil, Mexico, Italy, and Germany.
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