How e-com giant Amazon is reinventing itself to win in booming rural India

The retailer is targeting millions of new online shoppers in India's countryside by adding Hindi and videos to its order screen and opening stores to help people shop; local deliverymen take cash

Amazon Inc. is building a logistics network from scratch to target customers in India’s rural backwaters—the home of more than 800 million people, many of whom have little access to retailers. Most are new to online shopping and often don’t have smartphones, credit cards or even delivery addresses.

What they do have is money to spend.

Amulya Bhuyan, 37 years old, lives in Dhowachala, in the northeastern state of Assam, and has few ways to buy new things. It takes hours to get to the nearest small town from the village of 1,000 people.

Mr. Bhuyan, a teacher, made his