"They have to adapt with Hinglish."Īlphabet Inc.
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"Global companies realize that India has several populations, each the size of entire countries in Europe, that can't be cracked open with American English," said Ravi Gururaj, a Bangalore-based entrepreneur and co-founder of Harvard Angels India. Many users are first-generation literates obsessed with Bollywood movies and cricket games who are just starting to use digital payments, e-commerce and social networks. Hinglish is particularly important as technology spreads beyond major cities to India's hinterland, where declining prices are fueling adoption of smartphones and the Internet.
The key is for the digital assistant to understand a sentence using a mixture of both, yet grasp what they mean and their context. In some cases words are fused together to mean something different. Hinglish borrows parts of both languages, including the grammar. Though many people understand American or British English, they're more comfortable with assistants who sound more like them. Technology giants from Apple Inc to Google are targeting this nation of 1.3 billion people by training virtual assistants in the heterogeneity of its languages and subcultures. "Alexa is not a visiting American, she has a very Indian personality."Īmazon isn't alone. "We wanted our devices to talk, walk and feel Indian," said Parag Gupta, head of product management for Amazon Devices in India. She knows Independence Day is August 15th, not July 4th, and wishes listeners "Happy Diwali and a prosperous New Year!" She also refers to the living room as 'drawing room' and can add jeera (cumin), haldi (turmeric) and atta (flour) to your shopping list.
This Alexa uses a blend of Hindi and English and speaks with an unmistakably Indian accent. In that time, teams of linguists, speech scientists, developers and engineers have given a decidedly local makeover to the Alexa virtual assistant that powers the speakers. The US e-commerce company is beginning to ship Echo speakers in India this week, about a year after bringing them to foreign markets like the UK and Germany.
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