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THE AI STREET JOURNAL

Amazon opens Alexa+ in India with Hindi and English support

Customers across India can use the conversational assistant in Early Access. After testing, it will be free for Prime members and cost non-members ₹2,000 a month.

The briefing

Amazon opens Alexa+ to customers in India, with Hindi support and a price set for non-Prime users after testing. Google, NVIDIA and Emerald AI form an alliance to make data centres more responsive to the electricity grid. Meanwhile, Hang Ten adds $53 million to its enterprise software business.

Amazon opens Alexa+ in India with Hindi and English support

Amazon has opened Alexa+ to customers in India in Hindi and English. The assistant connects with local services, while its announced post-testing subscription price creates a clear distinction between Prime and non-Prime users.

Editorial illustration accompanying the lead story
Illustration · The AI Street Journal

The rollout extends access beyond the earlier testing programmes for Hindi and English. Ivan Mehta reported the launch for TechCrunch, following invitations to Hindi testers in June.

Amazon says Alexa+ can keep track of longer conversations and let users switch between Hindi and English mid-sentence. It also claims the assistant can handle multi-step tasks, including ordering groceries through Amazon Now and controlling smart-home devices.

Local services, then a subscription decision

The assistant connects with food-delivery service Swiggy, ticket-booking platform District, travel services TripAdvisor and MakeMyTrip, and restaurant-booking app EazyDiner. Amazon Music and JioSaavn are also integrated. These connections give the assistant tasks beyond answering questions, although integration alone does not establish how reliably each task works.

The announced ₹2,000 monthly charge applies to non-Prime customers after Early Access, not as a stated entry price for the testing period. Prime customers will retain access without an additional assistant fee.

This is an upgrade to an established service rather than Alexa’s arrival in India: the original assistant gained English support there in 2017 and Hindi in 2019.

Indian customers can test whether longer, bilingual conversations make shopping and household controls easier. The later subscription choice is concrete: Alexa+ will be included with Prime, while non-members face a ₹2,000 monthly assistant bill.

Market signal

Google, NVIDIA and Emerald AI form data-centre power alliance

The AI Energy Management Alliance aims to set measurable requirements for flexible data centres. Its founders argue that shifting demand and using storage could ease grid pressure and support faster connections.

Emerald AI, Google and NVIDIA have launched the AI Energy Management Alliance, or AEMA, to coordinate work between computing companies and the power industry. Josh Parker described the initiative in NVIDIA’s announcement.

The premise is that a data centre need not draw a fixed amount of electricity regardless of grid conditions. It could shift computing workloads, discharge storage or use generation paired with the facility when the wider system is under strain.

Measuring flexibility before connection

AEMA’s principles call for clear obligations before a facility connects: how it handles brief disturbances, reduces demand and responds to emergencies. The alliance wants standard measures for response speed, duration and predictability, alongside operational data sharing.

It also proposes faster, risk-adjusted connection pathways for facilities making verifiable flexibility commitments. Connection costs would reflect their effects on the grid, including any avoided upgrades, rather than favouring a particular technology.

NVIDIA argues that this approach could make better use of existing capacity and shorten connection timelines. Those are intended benefits, not results established by the alliance’s launch. AEMA will work with utilities on connection arrangements and advocate for policies recognising responsive demand.

For data-centre developers and utilities, the proposal links connection terms to measurable operating commitments. A facility seeking faster access would need to demonstrate how it can reduce grid demand, not simply promise to be flexible.

What to watch

Hang Ten adds $53 million to build enterprise software

Hang Ten has added $53 million in funding led by Xora, five weeks after its initial seed round closed. The startup builds enterprise software using AI and reusable tools for complex projects.

Hang Ten Systems told TechCrunch’s Jagmeet Singh that it had closed the additional investment five weeks after its initial $32 million seed round. Xora, Temasek’s early-stage investment platform, led the new financing, with earlier lead investor Mayfield also participating.

Founded in May by former Infosys CEO Vishal Sikka, the Palo Alto business advises large companies on AI and helps build and modernise their software. It typically targets enterprises with more than $10 billion in annual revenue.

Smaller teams, with final checks elsewhere

Sikka says Hang Ten has secured multiple seven-figure contracts. Its customers include Fresenius Kabi, Saudi Aramco and Siemens Energy. The 21 enterprises he describes as its pipeline combine existing customers and late-stage prospects, rather than 21 signed customers.

Co-founder Sanjay Rajagopalan says engineers use an internal framework called Hobie, which packages reusable AI skills for regulated industries and complex software work. He claims some projects can use two to four people where about 30 might previously have been needed; customers or independent third parties still handle final quality checks and certification.

The company promises a tenfold improvement in cost, speed or a combination of both. That is its commercial claim, not an independently established result. The funding will support hiring, including planned expansion into Europe and India.

Large companies gain another funded supplier for software modernisation, with a model built around smaller delivery teams. Buyers still have a direct role in validating and certifying the systems, even where AI reduces the work of producing code.

What to watch next

  1. Indian customers can test whether longer, bilingual conversations make shopping and household controls easier. The later subscription choice is concrete: Alexa+ will be included with Prime, while non-members face a ₹2,000 monthly assistant bill.
  2. For data-centre developers and utilities, the proposal links connection terms to measurable operating commitments. A facility seeking faster access would need to demonstrate how it can reduce grid demand, not simply promise to be flexible.
  3. Large companies gain another funded supplier for software modernisation, with a model built around smaller delivery teams. Buyers still have a direct role in validating and certifying the systems, even where AI reduces the work of producing code.

The takeaway

Indian customers can test whether longer, bilingual conversations make shopping and household controls easier. The later subscription choice is concrete: Alexa+ will be included with Prime, while non-members face a ₹2,000 monthly assistant bill.

The editor’s view

For data-centre developers and utilities, the proposal links connection terms to measurable operating commitments. A facility seeking faster access would need to demonstrate how it can reduce grid demand, not simply promise to be flexible.

Sources & further reading

  1. Ivan Mehta, TechCrunch: Amazon launches Alexa+ in India with Hindi support
  2. Josh Parker, NVIDIA Blog: Emerald AI, Google and NVIDIA Launch Alliance to Advance Flexible AI Data Centers
  3. Jagmeet Singh, TechCrunch: Former Infosys chief’s AI startup nabs another $53M