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The Silicon Review Asia

Amazon’s new strategy, adds India's most popular language to Alexa

Amazon’s new strategy, adds India's most popular language to Alexa

The brain behind Amazon Echo, Alexa now can speak one of India’s popular and commonly spoken languages, namely, Hindi.This news comes as Amazon seeks new strategies and ways to reach more than half a billion potential users in the country. The company’s most popular voice assistant now can speak as well as understand Hindi.

In India, Hindi is the “mother tongue” of roughly 530 million people, and now Amazon aims to increase its followers and market by introducing Hindi in its echo line device. This service is also available in some Alexa-enabled speakers which are manufactured by Bose. The company has also introduced “Hinglish”, which is a hybrid of Hindi and English which is widely spoken across the country. It is a new strategy to cash in on India’s internet boom.

"India is somewhat unique in the degree to which multilingualism is expressed. Diversity in India is expressed to an extent that one does not see anywhere else and this innovation isvery resistant to standardization of anything,”stated Prem Natarajan, an Alexa vice president.

The nation has 600 million people who use the internet, and Hindi is the most common language spoken in most of the states. This new strategy by Amazon will enable the firm to spread its market across the country and it will also help them to achieve frontier among global tech companies.

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