AWS expands marketplace in India, enables software purchases in rupees

The move simplifies procurement and tax compliance for local buyers and sellers, while opening new channels for Indian tech firms to scale and connect with global customers.

AWS expands its Marketplace in India, bringing INR billing and new seller opportunities. (Express Image)

Amazon Web Services (AWS), on Thursday, November 6, announced the expansion of its AWS Marketplace in India. This move allows Indian customers to purchase software and services from local technology providers directly in Indian Rupees. The company said that the expansion aims to simplify procurement, streamline compliance, and promote innovation in India’s growing digital economy.

The new setup lets India-based Independent Software Vendors (ISVs), consulting partners, and other technology providers list and sell their offerings in INR. This essentially allows them to benefit from local invoicing and simplified tax compliance. It also means that customers can now access software and services from Indian and global sellers like Deloitte, Cisco, IBM, Salesforce, Palo Alto Networks, Tata Consultancy Services (TCS), Freshworks, etc., through localised transactions.

Ruba Borno, vice president of global specialists & partners at AWS, said the move aligns with the growing pace of India’s AI-driven economy. “AWS Marketplace in India eliminates traditional procurement friction by enabling local currency transactions, simplified tax compliance, and streamlined workflows – giving Indian customers faster access to cutting-edge technologies and Indian sellers a pathway to scale their solutions,” she said.

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Meanwhile, Praveen Sridhar, head of partner business for AWS India and South Asia, emphasised that the expansion offers new avenues for Indian ISVs, system integrators, and channel partners to connect with customers. “This reflects our commitment to India’s innovative technology landscape, helping partners grow while enabling customers to implement IT solutions faster and with less complexity,” he said.

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The development has been welcomed by several Indian and global companies viewing it as a catalyst for digital transformation. TCS President for Growth Markets, Girish Ramachandran, said that the partnership aligns with TCS’s goal of accelerating enterprise cloud adoption. “We look forward to leveraging AWS Marketplace to offer customers greater agility and faster innovation while enhancing our cloud offerings,” he said.

Salesforce South Asia President and CEO Arundhati Bhattacharya also highlighted how the move will strengthen local access to Salesforce’s AI-powered CRM tools. “This expansion will empower Indian customers to leverage our solutions with local currency transactions and simplified compliance, mirroring the success we’ve had in the U.S. and Latin America,” she said.

AWS Marketplace is positioned as a key enabler for India’s tech ecosystem, providing local enterprises and startups with a globally recognised distribution channel. This expansion reinforces Amazon’s long-term focus on India’s cloud and AI sectors, where demand for scalable digital infrastructure continues to grow across industries.

What is AWS Marketplace?

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AWS Marketplace is an online software store operated by Amazon Web Services (AWS) that helps organisations locate, buy, and deploy software and services that run on AWS. It is essentially a digital catalogue featuring over 30,000 listings from ISVs, consulting partners, and technology providers across categories like security, data analytics, DevOps, AI, and more.

This platform simplifies procurement by allowing customers to purchase pre-configured software directly through their AWS accounts, with options for subscription-based or pay-as-you-go pricing. It also offers centralised billing, usage tracking, and cost management, which helps companies streamline governance and compliance.

For sellers, AWS Marketplace offers a trusted medium to reach millions of AWS customers globally. They can list, manage, and distribute their products with integrated tools for marketing, billing, and tax compliance. Essentially, AWS Marketplace bridges the gap between technology creators and companies looking for scalable cloud solutions. By automating much of the buying and deployment process, it reduces the time needed to evaluate and implement software, accelerates innovation, and ensures customers can securely access third-party tools within their AWS environment.