Amazon announced today that Alexa+, its conversational assistant with a knack for keeping a thought going for more than one sentence, is now available in India with Hindi support. The company says the upgraded assistant can hold longer conversations and maintain context, a feature previously reserved for humans and, occasionally, very persistent telemarketers.

The service is available to all customers in the country in Early Access in both Hindi and English. After the early testing period, Amazon plans to make Alexa+ free for Prime customers, while non-Prime customers will pay ₹2,000 per month (about $20.85) - roughly the cost of a modest monthly samosa budget, or one very fancy cup of coffee in Mumbai.

Amazon says the new Alexa has a more expressive voice and can handle complex multi-step tasks, including ordering groceries from Amazon Now, the company's quick commerce service, and turning smart home devices on and off. Users can also switch between English and Hindi mid-sentence, a feature that will delight bilingual households and terrify anyone who has ever tried to finish a sentence in one language.

Alexa+ is integrated with India-based services including food delivery platforms Swiggy and Zomato's ticket booking platform District, travel sites TripAdvisor and MakeMyTrip, and restaurant reservation app EazyDiner. The assistant also plays nice with music streaming services Amazon Music and JioSaavn, because what is a multi-step conversation without a soundtrack?

In June, TechCrunch reported that Amazon had invited users to enroll in a testing program for Alexa+, letting them chat with the assistant in Hindi. The company later began testing an English version of Alexa+ as well.

Amazon first launched Alexa in India in English in 2017 and added Hindi support in 2019. With more than 600 million Hindi speakers in the country, Amazon is clearly hoping to tap into a market that has, until now, been forced to ask their smart speakers for the weather in a language they may not dream in. The company didn't provide absolute numbers but said its smart home devices have grown by 20% from last year.

Amazon initially announced the gen AI-powered Alexa+ in 2025 and made it available to all U.S.-based users in 2026. This year, the company has also launched the new assistant in markets including the U.K., Canada, Brazil, Mexico, Italy, and Germany, each with local language context. Because nothing says global ambition like teaching a robot to be politely confused in seven languages.