Breaking the language barrier for Indian customers, Amazon India on Tuesday launched a link for a Hindi option on its e-commerce portal 'amazon.in' available on Android and its mobile website.

"Launch of the Hindi shopping experience is a significant step towards bringing the next 100 million customers online," Amazon India Vice President (Category Management) Manish Tiwary said in a statement.

The launch of 'amazon.in' in Hindi will enable shoppers to read product information, find deals and discounts, place the orders, pay for their orders, manage their account information, track their orders and view order history in Hindi.

"This first Indian language launch will enable crores of Hindi-preferring customers across India to shop in their preferred language," Tiwary said.

Customers opting for the Hindi shopping experience can select their language option from the menu in the top left corner.

They will always have the choice to change their language preference any time, the US-based online retailer said.

However, customers will continue to have the search feature in English and will also need to enter delivery addresses in English.

The team will continue to evolve the experience to add more shopping features like product reviews, ratings, questions and answers available in Hindi over the next few months, Amazon India said.

According to a report in New York times, Amazon’s research found that 8 out of 10 Indian customers would prefer to shop in a language other than English and the company believes that the next 100 million customers will have to be in the vernacular language.

if Amazon tastes success in the Hindi app and website, it soon plans of launching its site and app in more widely spoken vernacular languages such as Bengali, Tamil, Kannada and Telugu.

However, Amazon isn’t the first e-commerce website to attempt a regional language website. Snapdeal too, tried having regional versions for its website about three years ago. But having seen almost no response, it abandoned them.