More than seven years after Amazon began its e-commerce operations in India, and two years after its shopping service added support for Hindi, the most popular language in the country, the American giant is embracing more local languages to court hundreds of millions of new users. Amazon announced on Tuesday its website and apps now support Kannada, Malayalam, Tamil, and Telugu in a move that it said would help it reach an additional 200-300 million users in the country. Localization is one of the most crucial — and popular — steps for companies to expand their potential reach in India.