Amazon’s audio service, Audible, bets on native languages for development in India

NEW DELHI: Audible, part of e-commerce large Amazon, is engaged on including extra Indian languages to its ‘Suno’ service, that provides audio tales and podcasts, as the corporate appears to additional strengthen its place in India. Audible had entered India in November 2018, with a spread of audio books and now has over 2 lakh titles obtainable within the nation. In December final 12 months, it launched Audible Suno – an India-first app – that provides greater than 100 audio tales and podcasts without cost in English and Hindi.

“Suno is offered in simply Hindi and English to date, and we now have purposefully targeted on these two languages as a result of we don’t see an excessive amount of worth in doing something that is half baked and don’t need to unfold our efforts too skinny.

No doubt we are working on expanding Suno to other Indian languages. I think that would take our audience expansion to other states as well,” Audible Country Head (India) Shailesh Sawlani instructed .

While he didn’t touch upon the timeline for brand new languages to be added, Sawlani stated the corporate is “working on spinning up something that is comprehensive enough for a start and continues to build from there”.

“I think all the buzz is around regional languages. A lot of the consumers have come online recently and there is a dearth of (regional) content (the kind that we offer). So, we obviously have our eyes on that,” he stated.

Some of the brand new Audible Suno titles embrace Anand Ki Aur with Gurudev Sri Sri Ravi Shankar, Uncovidable (Hindi) (Rasika Dugal), Yuvaaon ke Liye Chanakya, Zen: A Way of Life (Om Swami), Shiv Purana Devdutt Pattanaik Ke Saath, Suno Mahabharat Devdutt Pattanaik ke Saath and What a Match with Harsha Bhogle.

Talking in regards to the Indian market, he stated the nation is among the many quickest rising areas for the corporate. “The market is young (for us)… but I think from a relative sense, it has been one of our fastest growing countries globally,” he stated.

He added {that a} massive focus space for the corporate in India is to reinforce consciousness in regards to the service.


“In terms of growth, awareness is going to continue to be a big focus for us… We work collaboratively (for content) and being part of the Amazon family drives a lot of the discovery and growth… We’re doing a lot of India-first things and we’ll continue to continue to do that in 2021 as well,” Sawlani stated.

Audible is current in 10 nations together with the US, the UK, Japan, India, Australia, Germany, Spain, Canada, France and Italy.

The subscription-based Audible service permits customers to purchase audiobooks – like a bodily or e-book – in numerous Indian languages.

Some new Audible titles embrace One Arranged Murder (Chetan Bhagat), Dil Local (Divya Prakash Dubey and Rakesh Kayasth), The Vedas and Upanishads for Kids (Roopa Pai), The Alchemist (Hindi) (Translated by Anu Singh), A Promised Land (Barack Obama), Queeristan (Parmesh Shahani), Think Like a Monk (Jay Shetty) and Hidden in Plain Sight (Jeffrey Archer).

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