Best AI tools for multilingual customer support in India
Deflection bots and agent-assist tools that can hold a conversation across Indian languages and hand off cleanly to a human when they can't.
Our current pick
Indian-language LLMs, speech and translation, hosted in India
| Tool | India score | Pricing | GST invoice | Indian languages |
|---|---|---|---|---|
| Sarvam AI | 7/7 | Free tier available | Yes | 10 |
| Gupshup | 7/7 | Free tier available | Yes | 7 |
| Krutrim | 7/7 | Free tier available | Yes | 7 |
| Yellow.ai | 6/7 | Custom pricing | Yes | 9 |
| Freshworks Freddy AI | 5/7 | from $29/mo | Yes | 1 |
| WATI | 5/7 | from $49/mo | Yes | 1 |
| Observe.AI | 2/7 | Custom pricing | No | 3 |
Rolling out a multilingual support bot
List the top 20 questions your support team answers each week and the languages they come in. Build the bot to handle those well in your two or three main languages first, with an obvious way to reach a person. Measure how many conversations end without a human, and read a sample of the failures every week — that's where you'll find missing answers and language problems.
Choose the channel first. If your customers message you on WhatsApp, Gupshup (seven Indian languages in our data) or WATI are the natural fit. For phone and chat at enterprise scale, Yellow.ai covers nine languages. If you already use Freshdesk, Freddy AI adds agent assist without a new platform, and Observe.AI analyses contact-centre calls.
Data and compliance
Support conversations contain personal data. Sarvam, Krutrim, Gupshup, Yellow.ai and Freshworks keep data in India in our data; WATI and Observe.AI don't. With DPDP obligations tightening from 13 November 2026, check where transcripts are stored and for how long before you go live.