India’s second largest e-commerce company, Amazon India, launched a Hindi version of its Android mobile app, and website. This comes a few days after it was reported that Amazon was testing a Hindi interface. This move will help Amazon take the fight to Flipkart, and target the next 100 million buyers. With that in mind, Amazon is specially targeting the rural areas across the country.
In a conversation with BGR India, Manish Tiwary – VP, Category Management, Amazon India further said that the company aims to improve the shopping behavior and overall experience of its customers. Here are excerpts from our conversation.
How did the idea of starting Amazon Hindi originate?
The festival season is near, and it’s the busiest time for every e-commerce company in India. Companies in this space typically generate a majority of their annual sales during the festive season. If we talk about us, we’re getting 65 percent orders from Tier II cities, and beyond. Our priority is to improve customer experience.
My mother once asked me, “Why can’t we shop in Hindi?” We’ve received similar feedback from several others users. Hindi is after all the second-most spoken language after English. This is why we started Amazon Hindi.
Do you have any near term plans to add more regional languages on the platform?
At the moment, we have no near-term plans for adding more languages on our platform. We have more than 180 million products on our platform, and we need time to convert these product descriptions and specifications into Hindi. That is why our focus will be on Hindi for near term. But yes, if we get a good response for Hindi, in the future we could add more languages such as Bengali, Punjabi, Tamil and others.
How is Amazon Hindi going to improve overall customer experience?
Amazon Hindi is currently available on the Amazon mobile app for Android, and mobile website. This will be expanded to the iOS and desktop platforms soon. Our customers will be able to read product information, specifications, view order history, and manage their account information in Hindi. Slowly, Amazon will to add more features such as product reviews over the next few months to evolve the overall experience.
For translating product description have you hired extra workforce or are you relying on artificial intelligence?
They are a mixed bag. We have hired people with specific domain and language expert who are working for us. While concluding the conversation, Tiwary added that during the coming festival season, Amazon India aims to deliver products to all serviceable pin codes across the country.