Amazon India rolls out Hindi website and app to make further inroads into Tier II, III markets

The Hindi version will help the ecommerce giant bring the next 100 million customers online. 

Amazon India is breaking the language barrier for its customers residing in the hinterlands. On Tuesday, it launched its website and app in Hindi to facilitate the easy browsing for customers while they are searching for products they need.

The move will help Amazon further deepen the competitive moat against its homegrown rival, Flipkart, in its attempt to tap semi-urban and rural customers. The development also comes days after the company’s assisted shopping service, Amazon Easy, formally kickstarted through more than 200 Amazon Easy stores in Andhra Pradesh and Telangana. The marketing innovation was aimed at helping customers in small towns to get access to ecommerce shopping.

On the newly launched Hindi site and app, customers can get detailed product information, find deals and discounts, place the orders, pay for their orders, manage their account information, track their orders and view order history, all in Hindi. At the time of launch, the Hindi experience is available on the Amazon mobile app on Android and mobile website, said a company statement.

Manish Tiwary, Vice President, Category Management, Amazon India, said, “Our aim is to ensure any customer can find anything they want on Amazon.in, anytime and anywhere, irrespective of the language they speak or where they come from. The launch of the Hindi shopping experience is a significant step towards bringing the next 100 million customers online. This first Indian language launch will enable crores of Hindi-preferring customers across India to shop in their preferred language.”

Customers opting for the Hindi shopping experience on the Amazon Android shopping app as well as through the mobile site can select their language option from the menu in the top left corner, said the company in its statement. Once chosen, the preferred language option will be saved and remembered for their future visits.

However, right now customers would have to continue to use the search feature in English and would also need to enter delivery addresses in English. Amazon will continue to evolve the experience to add more shopping features like product reviews, ratings, question and answers available in Hindi over the next few months, said the company.