New Delhi, Nov. 19 -- With Amazon Web Services (AWS) recently rolling out AWS Marketplace in India, the cloud major is signalling a strong push to deepen its presence in one of the world's fastest-growing digital economies. AWS Marketplace-a curated storefront for third-party software, data, and services-simplifies procurement through consolidated billing and compliance, while giving sellers global visibility and reach. In a conversation with TechCircle, Praveen Sridhar, Head of Partner Business, AWS India and South Asia, outlines how the launch strengthens India's tech ecosystem, accelerates AI adoption, and sets the foundation for the next phase of digital growth for businesses. Edited excerpts.
What does the launch signal about AWS's long-term ambitions in India?
Partners have always been core to AWS's strategy, and this launch reinforces that commitment. The company works with over 140,000 partners across 200+ countries, with nearly 70% based outside the US-underscoring the ecosystem's global diversity. With Marketplace now localised for India, customers can buy solutions from domestic software and services providers with local invoicing, payment options and simplified tax compliance. Indian ISVs and consulting partners can list and transact in rupees, reducing friction and expanding reach. "India is not just a market for us-it's a catalyst for global transformation," Sridhar says. "Our goal is to put the power of AWS directly in the hands of customers and partners to build better solutions and reimagine digital experiences."
How will Marketplace change enterprise procurement?
India's digital economy is scaling rapidly, led by a surge in AI deployments. Traditional procurement often slows innovation; Marketplace aims to remove that drag. Local currency transactions, compliant billing and streamlined workflows help enterprises access technologies faster, while giving Indian sellers a stronger domestic channel. Sridhar cites early examples - Swiggy uses Marketplace to manage 140 ISV engagements, cutting procurement cycles from weeks to days. Palo Alto Networks, a launch partner, now offers its cybersecurity stack in INR-vital for regulated sectors like BFSI, government and healthcare that require local contracting.
How will Indian SaaS firms benefit?
For Indian startups, Marketplace acts as a global growth engine. It offers enterprise-grade go-to-market tools-from free trials and flexible pricing models to partner-integrated billing-that accelerate product-led expansion. A major advantage is access to AWS's co-selling ecosystem through the ACE program, which helps startups collaborate with AWS sales teams and pursue joint deals with global enterprises. This shortens sales cycles, boosts credibility and opens doors to thousands of enterprise buyers worldwide. The Marketplace today lists over 30,000 transactable products across 70 software categories. Indian buyers can now source solutions from Cisco, Deloitte, Freshworks, Gupshup.ai, Kore.ai, Salesforce, Sarvam, Sonata Software, VideoCX.io and others-bridging local innovation with enterprise demand.
How is AWS enabling AI-driven innovation through Marketplace?
Sridhar says AWS's long-standing partnerships are central to its AI push. Freshworks is listing its AI-powered Freshdesk and Freshservice platforms to help automate support and IT operations. Kore.ai is offering its portfolio of AI-for-Work and process automation products, built on AWS's generative AI stack. CrowdStrike, the first cloud-native cybersecurity ISV to cross $1 billion in Marketplace transactions, is extending the same frictionless buying experience to India. "These partnerships show how AWS and our partners are co-creating the next wave of AI-driven enterprise experiences," he adds.
How does AWS address sovereignty and compliance?
Sridhar points to the AWS Digital Sovereignty Pledge, which ensures customers retain full control over where data is stored, transferred and encrypted. Advanced encryption-at rest, in transit and even in memory-with customer-managed keys ensures compliance without compromising scale or interoperability.
What's next for AWS's partner network?
Sridhar says AWS will deepen investments across India, with Marketplace at the centre of the next growth phase. As AI adoption accelerates, Marketplace will expand beyond traditional software to include AI agents, specialised tools and next-generation digital solutions. "The future lies in deeper regional expansion, stronger AI-led partnerships and helping Indian technology providers scale globally," he says. "Marketplace will be the unified channel driving that transformation."
Published by HT Digital Content Services with permission from TechCircle.