Amazon takes Vernacular route to grow India business

Whoever said ‘language connects heart’ understood the customer’s psyche well! And to step up its efforts in customer service, Amazon India is now setting a new facility in Haryana to focus solely on prompt-assistance in vernacular languages using text and voice-commands.  

The facility is reported to house over 200-300 executives who will have their prime emphasis on supporting customers in their local languages.

The e-commerce giant obviously is placing a safe bet to tap on the next 100 million consumers of India who are eager to get online.  

The new unit in Haryana should be operational in the next three months. The company has started placing job advertisements for this unit.

Amazon has joined hands with Ashok Patni Group to set up this new joint venture called ‘Frontizo’. The JV has a subsidiary called Appario Retail that sells the home grown labels of Amazon on its website.

Started in 2017, the Frontizo Business Services was primarily aimed to strengthen Amazon’s customer services in India. Frontizo commenced its operations in Bengaluru and has since been offering multi-channel customer support services, including e-mail assistance, customer outreach and contact over the phone as well as on chats.  

Amazon had shut down the Amazon Support Services Centre in Bengaluru after launching Frontizo. It has a facility in Pune that houses about 500-600 executives.

Amazon’s vernacular efforts

Amazon also rolled out a Hindi language interface on its website in 2018. All the product and shipping related information was made available in Hindi language on its website.

Though the majority of sales for e-commerce platforms are contributed by the top ten cities of India, still both –Amazon India and Flipkart – are trying to penetrate the newer markets in smaller cities to bolster their next level of growth. Amazon has committed $ 5 billion into its Indian operations, and a customer centre dealing specifically in India’s local language is just one of its obvious moves.