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How Amazon plans to jump the language barrier to reach 500 mn Indians

As it seeks to reach India's's farthest regions and appeal to less-educated customers in the world's fastest-growing pool of internet users, Amazon has found that English is not enough

Vindu Goel | NYT 

Only 10 per cent of India's 1.3 billion people know English. Yet most of the country's e-commerce services have been offered only in English, closing off online shopping to the vast majority of people here. Now Amazon is aiming to break through that language barrier. The e-commerce giant on Tuesday offered a hearty “namaste” to this country’s half a billion Hindi speakers by making its local website and apps available in India’s most popular language. Users of the India site or app will be able to choose Hindi as their preferred language, much as ...

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First Published: Tue, September 04 2018. 18:33 IST