AWS lets it flow in rupees as Marketplace opens for India

Amazon Web Services (AWS) has expanded its AWS Marketplace to support Indian Rupee (INR) transactions. This change enables Indian enterprises to buy and sell software and services with local invoicing and payment options, reducing procurement friction and tax compliance headaches.

Over 30,000 software listings are currently available on AWS Marketplace globally, spanning areas like AI agents, cybersecurity, DevOps, and data analytics. With this local rollout, Indian customers can now purchase directly from major technology providers including Cisco, IBM, Salesforce, and homegrown names like Freshworks, Gupshup.ai, and Sarvam.

“India’s digital economy demands procurement solutions that keep up with its pace of innovation,” said Ruba Borno, VP, Global Specialists & Partners at AWS. “This local expansion removes longstanding friction by enabling INR transactions and simplified tax workflows, helping both buyers and sellers move faster.”

Big names line up for launch

A robust lineup of sellers is already live for the India rollout. These include global heavyweights like Palo Alto Networks, Deloitte, and CrowdStrike, alongside Indian firms such as eMudhra, Sonata Software, and VideoCX.io. Companies like Observe.AI, Swiggy, and Tata Consultancy Services (TCS) are among early adopters already using AWS Marketplace to simplify their software procurement.

Praveen Sridhar, Head of Partner Business at AWS India and South Asia, said the expansion creates new channels for Indian vendors. “It allows ISVs, system integrators, and partners to reach a dynamic local customer base more efficiently. We’re reducing procurement complexities while helping customers move faster and smarter.”

Girish Ramachandran, President – Growth Markets at TCS, called the move a strategic win. “We look forward to using AWS Marketplace to bring agile, cloud-first solutions to Indian enterprises and accelerate digital transformation journeys,” he said.

Salesforce, which has already seen over USD 2 billion in lifetime Marketplace sales in the US, is now eyeing similar success in India. Arundhati Bhattacharya, President & CEO – South Asia, confirmed the firm will list its AI-powered CRM tools for INR purchases, streamlining access for Indian enterprises.

Homegrown innovation gets a boost

Sarvam, a GenAI startup focused on building India’s sovereign AI stack, is also among the first cohort of Marketplace sellers. “This collaboration strengthens our mission to deliver population-scale AI to enterprises and governments across Bharat,” said Cofounder Pratyush Kumar.

AWS claims its Marketplace can deliver a 377% return on investment (ROI) for users, along with a 70% reduction in software discovery time and 60% faster procurement—figures derived from a recent Forrester study.

The expansion is timely, especially with India’s increasing adoption of artificial intelligence, cybersecurity solutions, and modern DevOps practices. AWS Marketplace is also adapting to offer AI agents and tools, keeping pace with a shifting software landscape.

Local currency, global reach

With INR-enabled transactions, AWS has lowered the barrier for Indian businesses to access both global and domestic tech solutions. The platform’s centralized billing, governance tools, and compliance support are expected to appeal to fast-scaling startups and traditional enterprises alike.