‘Enchanting baritone’: Amitabh Bachchan is the new voice of Amazon’s Alexa

Amazon.com Inc has signed up Bollywood mega star Amitabh Bachchan for its Alexa voice assistant, stealing a march over rivals Apple Inc.’s Siri and Alphabet Inc.’s Google Assistant as a country of 1.3 billion people adapts to voice-enabled internet services.

“The baritone that has enchanted the Indian film industry for over five decades, will soon deliver a unique voice experience to the many Indian customers who use Alexa,” Amazon announced on its India blog on Monday. Users will be able to access “Mr. Bachchan’s iconic voice on Alexa by purchasing the Amitabh Bachchan voice experience,” the blog said.