Google Embraces Hinglish: A Reflection of India’s Linguistic Diversity
In its ongoing effort to make technology more accessible, Google has added Hinglish support to its AI-powered note-taking tool, NotebookLM. This move is part of Google’s commitment to ensuring its products reflect how people actually communicate, particularly in regions with diverse languages. For India, a country where linguistic diversity is a way of life, this step is especially significant. In June 2024, Google expanded NotebookLM to over 200 countries, including India, and introduced support for 108 interface languages, such as Hindi and Hinglish (TechCrunch, 2024). The expansion of NotebookLM in India, with Hinglish support, aims to cater to the unique linguistic needs of millions of users.
Understanding Hinglish: More than Just Transliteration
Hinglish is a unique blend of Hindi and English that is widely spoken across India and among the Indian diaspora. It’s not just about translating Hindi words into English letters—it’s about weaving words, phrases, and grammatical structures from both languages into everyday conversation. For instance, someone might say, “Mujhe party mein jaana hai, but I have no time,” seamlessly blending Hindi and English. Hinglish isn’t about rigid translation; it’s about making language fluid, natural, and easy.
The rise of Hinglish reflects the way people communicate in India’s diverse social and cultural environments. English often serves as the language of business, while Hindi connects people in more personal, informal settings. Younger generations and urban populations, in particular, are embracing Hinglish due to its flexibility. It’s a natural byproduct of globalisation and the cultural interplay in Indian cities.
Why Hinglish Matters in Technology
By introducing Hinglish support in NotebookLM, Google has acknowledged the linguistic preferences of millions of Indian users. Many people in India feel most comfortable using a mix of Hindi and English, rather than sticking to one language. NotebookLM, previously called Project Tailwind, helps users summarise, explain, and organise content. With Hinglish support, NotebookLM can now speak in the way many of its users do—switching between Hindi and English, just like in daily life.
This isn’t Google’s first effort to embrace Hinglish. In 2021, it added Hinglish support to Google Pay, making the app feel more intuitive and accessible for users. These updates are part of Google’s broader strategy to be more inclusive and make its services more relatable. In India, a market with complex language dynamics, Hinglish offers a middle ground—reducing the friction users might face when forced to choose between strictly Hindi or English.
Hinglish in Media, Culture, and Advertising
Hinglish isn’t just a convenient way to talk—it has also become a significant part of Indian media, entertainment, and advertising. Bollywood has embraced Hinglish to reach wider audiences, especially younger viewers. The use of Hinglish in films, TV shows, and music reflects the cultural fluidity of modern Indian society and makes the content feel more relatable.
Big brands have also tapped into Hinglish to connect with Indian consumers on a deeper level. Companies like Pepsi, McDonald’s, and Amazon India have used Hinglish in their ad campaigns, recognising its ability to convey messages in a way that feels both authentic and engaging. Hinglish has become a powerful tool for bridging cultures, allowing brands to resonate with India’s bilingual audiences.
Hinglish and the Indian Diaspora: A Global Phenomenon
Hinglish’s influence isn’t confined to India. In countries with large Indian communities—such as the UK, the US, Canada, and Australia—Hinglish is widely spoken. It helps many people in the diaspora stay connected to their roots while fitting into their new environments. For them, Hinglish is more than just a way to communicate; it’s a bridge to their cultural identity. Phrases like “Arre yaar, it’s so cold here” blend the familiarity of home with life abroad, resonating across generations.
The spread of Hinglish globally has also motivated technology companies to adapt. By adding Hinglish to NotebookLM, Google is not just targeting users in India but also those abroad who continue to use this unique mix of languages. Amazon, too, has jumped on the trend—in 2019, it added Hinglish support to Alexa, allowing users to interact with the voice assistant in a language that feels conversational and culturally aligned.
The Future of Hinglish in Technology
Google’s move to integrate Hinglish in NotebookLM is part of a broader trend of cultural inclusivity in technology. More companies are beginning to understand that users feel more comfortable when technology adapts to their communication styles. By supporting Hinglish, Google is acknowledging that this language blend is not just practical—it’s an authentic part of India’s modern identity.
In a multilingual society like India, where languages are constantly evolving, Hinglish represents the dynamic nature of communication. For Google, adding Hinglish to products like NotebookLM is more than just a technical upgrade—it’s about cultural relevance. It shows that technology can, and should, adapt to meet the needs of its users. By embracing Hinglish, Google is helping to make digital spaces feel as natural and engaging as real-world conversations.
Bottomline
Google’s Hinglish integration in NotebookLM isn’t just about adding a new language option—it’s a step towards making technology more inclusive and reflective of how people actually speak. It’s about evolving alongside society, ensuring that digital experiences feel just as comfortable and engaging as the real world.