Amazon’s localization strategy: Launches regional language support service, Supports Gujarat’s tribal community

Editor | Sep 10, 2020

After learning its lesson in China, the US ecommerce giant Amazon has embraced the localization strategy in India like no other. Last week, the online marketplace launched a city-specific digital platform for small vendors, home-based businesses and entrepreneurs.

Amazon India’s latest two seller initiatives are also aligned with its localization strategy.

Launches seller support service in Kannada, Tamil and Telugu

In order to help its 150,000+ seller community, the US-based etailer recently introduced support service in 3 regional languages of India. Vendors would now be able to communicate in Kannada, Tamil and Telegu, besides Hindi and English. Under this initiative, vendors can request a call-back in the above-mentioned languages.

“India’s linguistic diversity is a huge opportunity for us to expand our seller support services to drive engagement with sellers and empower them to grow profitably on our platform. Especially with the upcoming Great Indian Sale, sellers will be now able to interact with our support services staff in Kannada, Tamil and Telugu in addition to Hindi & English. By introducing multilingual seller support services, keeping our sellers’ comfort in mind, we are positive that we will be able help more and more sellers reap benefits from the sale and the digital commerce revolution we are witnessing in India,” stated Gopal Pillai, Director & GM – Seller Services.

This huge step would work in Amazon’s favour in the long term. Sellers based in or from Tamil Nadu, Karnataka and Telangana would now be more comfortable in raising their concerns and issues.

Signs MoU with Gujarat government to promote tribal products

In 2016, Amazon India partnered with Development Commissioner of Handloom under the Union Ministry of Textiles to help weavers and artisans. It also signed MOU with NIESBUD to assist SMEs.

The online marketplace has now joined hands with the Gujarat government to support the local tribal community. As per the MoU, Amazon India would teach, guide and support tribal entrepreneurs in 14 tribal districts of the State.

While speaking about this development, Pillai said,

“Amazon India Our mission is to connect every genuine seller in the world to every customer in the world. We learnt that more than 15 per cent (Indian) population lives in tribal communities, and they need some help to join the modern economy and we thought it’s a fantastic way to let the tribals put their products on the global map.”

Amazon India would support Gujarat’s tribal community to sell:

  • Warli, pithora and bhada paintings
  • Bamboo and clay products
  • Food items such as honey and tamarind
  • Traditional medicines, embroidery items and tribal food items such as Nagli Papad, Nagli Biscuit, Nagli bamboo Pickles

A government official said,

“All these products are produced through indigenous techniques or through organic farming and hence have a great potential to become popular in urban areas and abroad.”


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