BENGALURU: Amazon is ramping up its local language customer support infrastructure in India with the objective of onboarding the next 100 million customers in India. Frontizo, a joint venture between Amazon and the Ashok Patni Group, is setting up a new facility in Haryana which will house about 200-300 executives solely focusing on providing text and voice-based consumer support in vernacular languages.The JV also has a subsidiary called Appario Retail that sells products on Amazon India. At the time the JV was formed, Frontizo had set up a facility in Pune that housed about 500-600 executives.
The new unit in Haryana should be operational in the next three months. The company has started placing job advertisements for this unit.
"As an ongoing commitment to enhancing the customer experience, we continue to evaluate ways to increase the customer service footprint as a part of the JV," a spokesperson of Frontizo said in an e-mailed response.
Amazon India did not offer a comment. Amazon, late last year, also rolled out its mobile site in Hindi. On Amazon India's app too, all product and shipping related information can be read in Hindi. The top ten cities of India contribute the majority of sales for e-commerce platforms.
Both Amazon India and Flipkart are trying to penetrate newer markets.
A study by Bain & Company and World Economic Forum in 2019 said 80% of internet users will use vernacular languages online by 2030.