Bridging Language Barriers: AI Translations Enhance Delivery Services in India

In India, where 22 official languages are spoken, delivery drivers face challenges due to language barriers. Zepto's partnership with Reverie Language Technologies has introduced an AI translation feature in its app, allowing drivers to operate in their preferred languages. This advancement not only streamlines operations but also fosters inclusivity, with larger AI initiatives like Bhashini aimed at enhancing AI language models across the country.

In the bustling streets of Mumbai, Vineet Sawant has recently experienced a significant shift in his work life as a delivery driver for Zepto, a grocery delivery service touted as "India's Fastest Online Grocery Delivery." The two-year veteran on a scooter grapples with the unique stresses of navigating one of India’s most chaotic cities, compounded by language challenges. Although his first language is Marathi and his English skills are limited, a newfound AI translation feature in the Zepto app is changing the game.

"I can understand some English, but it's tough to read," Mr. Sawant shares about his early days on the job, where communication barriers often led to confusion and mistakes. "I used to seek help from my fellow delivery drivers."

Recognizing the need for more efficient communication, Zepto partnered with Reverie Language Technologies last year to provide its drivers with the option to use six languages through the app. "Now, if a customer says 'ring bell', I receive that message instantly in Marathi. I don't have to second-guess; everything is clear," Sawant remarked, revealing the vital role that AI language technology plays in his daily duties.

India's linguistic diversity adds another dimension to the story, with 22 officially recognized languages and a multitude of dialects. "Without technology that understands these languages, millions are excluded from the digital revolution, especially in critical sectors like education, healthcare, and governance," asserts Professor Pushpak Bhattacharyya from IIT Mumbai, a leading authority on AI usage in local languages.

The recent momentum in generative AI systems calls for rapid development of language models dedicated to Indian languages. However, access to quality datasets for training these models remains a challenge. “The main hurdle is refining data; while coarse data exists, high-quality options that are digitized are scarce," Professor Bhattacharyya explained.

In response to these challenges, Reverie is expanding its translation services across various sectors, though Co-founder Vivekananda Pani warns that less common dialects risk being overshadowed in this tech-forward approach. "We must ensure that advancements in AI don't come at the cost of diminishing our rich linguistic diversity," he stressed.

As a proactive measure, Professor Bhattacharyya is involved in Bhashini—a government project launched in 2022 aimed at developing high-quality datasets and AI models in all 22 languages. Making strides in this extensive effort, Bhashini has already successfully hosted 350 models that have collectively processed over a billion tasks, proving useful for 50 government departments and various state agencies in multilingual public service applications.

"The goal is to guarantee representation of India's linguistic and cultural richness by creating localized AI systems," states Amitabh Nag, CEO of the Digital India, Bhashini Division. With a vision to provide voice-enabled access to government services in rural areas within a few years, the initiative promises to propel the digital landscape towards a more inclusive future.

Meanwhile, utilization of AI is increasingly extended to health-related challenges. Kshitij Jadhav, an academic at the Koita Centre for Digital Health, is working on an AI program designed to assist individuals in quitting smoking. With insights into the diverse needs of users, he aims for his model to engage in complex dialogues and provide customized support in multiple languages.

For drivers like Vineet Sawant, the integration of language technology into their daily functions is a game-changer. Through the power of translation, he has scaled his deliveries from ten to thirty parcels daily, affirming how language accessibility fosters connection and boosts productivity. "When the app communicates in our language, we feel more confident, and we work better," Sawant concluded, highlighting the transformative power of tailored technology in a diverse country.