New Delhi:  In order to keep its pace in the market and to win the e-commerce battle against Walmart’s Flipkart, Amazon India today launched its services in Hindi. The step has been taken by the Online retailer with an aim to capture the next 100 million consumers in the e-commerce industry.

As per the sources, the move which has been taken by the Amazon India could make tens of millions of new customers to access the website from small villages and town of the country. As of now the service is not available on Apple devices and desktops and is limited to Android OS and the mobile website. The service will soon be available on Apple devices and desktops as well, sources said.

“My mother keeps saying why we cannot shop in Hindi. This is the customer feedback we have been getting and it was time to move towards the next evolution. What we believe is, Amazon in Hindi is a critical step to actually address the next 100 million customers.” Manish Tiwary, vice president (category management) at Amazon India, told reporters at a news conference

Online retailer Amazon India has made the announcement of the Amazon Hindi app and website close to the festive season which is a peak sale season in India for both the online and offline retail markets. Besides this, a report from Nasscom and PwC says that the e-commerce market by the end of the year 2022 in the country will grow up to $150 billion.

Other leading e-commerce portals in India such as Flipkart, Snapdeal or Paytm Mall do not have Hindi versions of their websites and mobile apps. Though one of the leading e-commerce portals, Snapdpeal launched a mobile website in Hindi and Telugu in 2015, it was suspended due to lack of interest by the people. Snapdeal besides this also conducted pilot runs for 12 regional languages, said sources.

Amazon too is keen to expand into other regional languages. “We are starting with Hindi and as we learn (from) the experience and become rock-solid, we would be in a position to understand the other languages. The focus will be on Hindi over the next year and Amazon may delve into regional languages like Bengali and Tamil after that”,  said Kishore Thota, director (customer experience and marketing) at Amazon India.

Thota also added that in order to tap the next million users an internal team named “Reach” is already working and putting its efforts to reach the goals.