NEW DELHI: Amazon India has stepped up its battle for dominance with Hindi interfaces for its website and Android mobile app, even as it looks to capture a greater share of wallets from the country’s hinterland.
The development, first broken by ET in its August 30 edition, is the ecommerce company’s first foray into regional languages as it bids to pip rivals including Walmart-owned Flipkart and Alibaba Group backed Paytm in grabbing a larger slice of consumer spend from India’s tier-2 and tier-3 cities and towns. None of India’s other ecommerce giants have local language versions of their mobile app and websites.
Amazon India executives said the company was in discussions to offer the Hindi interface on other platforms, apart from Android.
Speaking at a press conference in Delhi on Tuesday, Kishore Thota, director of customer experience and marketing for Amazon India, said consumers would now be able to shop on the platform across all categories using the Hindi interface.
“We have been working on this for the last three quarters… We are looking at the next 100 million consumers that will come online, and how do we stay at the forefront and be the default destination for them?” Thota said.
“Our aim is to ensure any customer can find anything they want on Amazon anytime and anywhere, irrespective of the language or where they come from,” said Manish Tiwary, vice-president — category management, at Amazon India.
