Earlier this month, leading executives from Google DeepMind, Microsoft, and Meta Platforms, along with prominent tech founders, gathered in Bangalore to witness the launch of a significant new AI product by one of India’s most promising startups. Sarvam AI, often dubbed India’s OpenAI, introduced innovative software that allows businesses to engage with customers through voice interactions rather than just text.
Targeting India’s Multilingual Market with Localized AI
Developed using data from 10 native Indian languages, the technology is competitively priced at a rupee per minute to capture a broad market. “These voice bots have the potential to reach a billion people,” noted venture capitalist Vinod Khosla, who has invested in Sarvam, in a video message during the event.
Overcoming Language Barriers in India’s AI Adoption
India has been striving to keep pace with the global AI boom, particularly since the launch of ChatGPT almost two years ago. However, many chatbot solutions have struggled due to limited linguistic data for the country’s many regional languages. While urban dwellers with English skills can easily engage with text-based chatbots, most of India’s population lacks the language proficiency to do so. Now, a growing wave of startups is betting that voice-driven AI, powered by local language data, can break these barriers and even appeal to global markets.
India as a Testing Ground for Voice AI Innovation
India is becoming a key testing ground for these generative AI innovations, despite concerns raised in other regions regarding safety and reliability. By integrating AI voice capabilities, companies aim to deliver more interactive and responsive customer experiences that can automate tasks and provide real-time verbal communication.
Expanding Use Cases Across Industries
This shift is already evident across a wide range of applications in India. Samsung-backed Gnani AI handles millions of voice-based interactions daily for major banks, insurers, and automotive companies. CoRover AI offers voice bots in 14 Indian languages to state-run enterprises like the railway corporation and regional police departments. Similarly, Haloocom Technologies deploys voice bots in five Indian languages to streamline customer service operations and screen job candidates.
The Rise of Voice as the Next Interface for Technology
“The world has moved from digital-first to mobile-first to AI-first, but voice is the most natural interface for technology,” says Ankush Sabharwal, co-founder and CEO of CoRover. His company recently launched the Ask Disha voice bot for India’s railway ticketing platform, IRCTC, allowing users to book tickets and make payments entirely through voice commands. According to Sabharwal, India’s market demands AI agents that can perform practical tasks rather than just provide information.
Local Language AI Solutions Driving Business Efficiency
Gnani AI’s solutions include a bot that assists lenders in assessing potential customers’ financial needs, collecting personal details, and determining loan eligibility. The startup also works with Tata Motors to gather customer feedback on new car models and sell extended warranties. Sarvam’s voice bots can manage multilingual conversations and execute actions such as scheduling appointments and processing payments. The company currently serves around 50 clients, including Sri Mandir, a devotional app with over 10 million downloads on the Google Play Store. Sarvam’s technology guides users through temple rituals and helps them request blessings, tailored specifically to regional practices.
The Challenge of Competing with Global AI Giants
“Try running GPT-4 or Claude on Sri Mandir—they simply won’t work,” says Vivek Raghavan, Sarvam’s co-founder, pointing out that leading global AI models lack the nuanced linguistic and cultural data necessary for success in India.
Navigating AI Safety and Ethical Concerns
While major U.S. AI companies like OpenAI have developed sophisticated voice generation technologies, they’ve been cautious in rolling them out due to concerns over issues like voice impersonation, user dependency, and copyright violations. OpenAI has only recently started introducing voice features to select users after addressing these challenges.
Optimism Among India’s AI Startups
Despite such concerns, India’s AI startups remain optimistic. “AI designed for specific languages, audiences, and use cases is more accurate, cost-effective, and experiences fewer hallucinations,” says Ganesh Gopalan, CEO of Gnani AI. While these companies primarily focus on India, many are already eyeing international markets like the Middle East and Japan. Gnani, for example, has deployed voice bots for a Harley-Davidson leasing company in California, serving Spanish-speaking customers in Silicon Valley.
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