Amazon Web Services (AWS) sees India as a very important market and is deepening its commitment by scaling partnerships, expanding Marketplace access, and training local talent.
The company announced plans to expand the use of AI across the country by 2030, aligning with the Government of India’s AI Mission. Amazon India said it is on track to invest $12.7 billion in local cloud and AI infrastructure, which will support more than 15 million small businesses through its various businesses.
On the sidelines of AWS re:Invent 2025 in Las Vegas, Praveen Sridhar, who oversees partnerships for AWS in India and South Asia, told AIM how the cloud giant is adding more partners, helping more companies adopt AI, and expanding into tier-2 and tier-3 cities.
He said the company wants to make its technology useful for businesses and easy for people to access across India. “Our customers want solutions. They want innovation to translate into business outcomes,” Sridhar added.
Building Business Outcomes Through Partnerships
The cloud giant recently launched AWS India Marketplace, which allows customers to transact in INR and simplifies procurement.
Customers can discover, purchase, and deploy software, data products, and services from India-based vendors directly in Indian Rupees, which is especially helpful for small and medium-sized businesses (SMBs).
Marketplace now offers over 30,000 transactable products worldwide, spanning more than 70 software categories, including security, agentic AI tools, DevOps, and data and analytics.
“This is extremely important for SMBs who don’t want to spend significant time procuring. They need a solution, they want to go and buy it,” said Sridhar. He further explained that AWS has made the Marketplace fully tax-compliant, so buyers and sellers don’t have to deal with any extra tax-related steps.
At launch, 37 partners listed 43 solutions on the India Marketplace, including offerings from Deloitte, CrowdStrike and Salesforce. “We are now able to bring the best of global technology to India through the Marketplace,” Sridhar said.
Companies such as Swiggy, Tata Consultancy Services (TCS), and Observe.AI are already using the service.
Moreover, to accelerate AI deployments among enterprises, Sridhar said AWS has introduced the GenAI Competency Partners to help enterprises gain credibility, resources, and expertise.
These are members validated for their technical proficiency and proven customer success in implementing generative AI solutions.“GenAI competency partners have been able to take 30% faster AI use cases to production than non-competency partners,” Sridhar said.
For instance, ShellKode, a GenAI and data-driven solutions provider, entered into a multi-year strategic collaboration agreement (SCA) with AWS to speed up the adoption of Generative AI and Agentic AI across India.
Under this collaboration, ShellKode uses AWS tools such as Amazon Bedrock and Bedrock Agents to support enterprises in sectors like financial services, retail, logistics, and healthcare as they scale GenAI adoption and develop industry-specific AI agents.
“ShellKode has actually built AI agents and digital twins which help companies create a digital copy of their entire physical environment,” said Sridhar. The company has already deployed agentic AI solutions for organisations, including Metropolis Healthcare Limited, XpressBees, and 1Pharmacy Network.
Deloitte is also working with AWS as a GenAI Competency Partner.
Further on the innovation side, Sridhar added that new offerings such as Frontier agents, Nova Forge, and advanced chips like Tranium and Inferentia further support AI scalability and cost efficiency. “Scaling requires the ROI to work out. Our innovations in chipsets help make that real,” he said.
Besides that, Sridhar also mentioned that the new frontier agents launched by AWS will increase developers’ productivity.
Betting Big on India
AWS has committed to investing in cloud and AI infrastructure projects in Mumbai and Hyderabad. “This needs to be backed with the talent that can utilise all that innovation,” Sridhar said, adding that AWS has trained 6.2 million people in India so far.
Amazon also committed to bringing AI literacy and career awareness to four million students in government schools by 2030 through curriculum support, hands-on learning and teacher training.
At the same time, AWS’ partner network is pushing its services further into smaller cities. Distributors such as Redington, Ingram Micro Cloud and Crayon are helping drive this regional expansion. Meanwhile, examples like Workmates in Kolkata show that strong regional hubs are beginning to emerge.
Amazon has also introduced several AI-led improvements for small businesses, including improvements to its Seller Assistant, which now uses agentic AI to understand business context and analyse goals.
The company said the Next Generation Seller Central interface will help sellers make decisions faster, while GenAI tools for listings allow sellers to create product descriptions in minutes using short text, images or website URLs.
Creative tools such as Creative Studio and Video Generator are being expanded to support advertising and video creation for businesses of all sizes.
Moreover, Sridhar said AWS Local Zones in cities like Bengaluru, Kolkata and Delhi are bringing low-latency compute closer to customers, supporting use cases in manufacturing, IoT and real-time applications.
Together, these investments and initiatives reflect AWS’s broader strategy to build local capability while helping more businesses across India to adopt cloud and AI technologies.
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