India primed: what Amazon's vast new Hyderabad campus reveals about its plans
Amazon have arrived in force in rapidly expanding Hyderabad, with designs on the currently almost non-existent Indian e-commence marketThe futuristic lobby of the new Amazon building in Hyderabad feels as though it should have a permanent orchestra blasting out Also Sprach Zarathustra. The scale is intended to awe. A large slogan on a wall suggests the company is “Delivering smiles”. The only sound that rises above the hush is a synthesised beep, coming from a giant screen playing a video of the campus at various stages of its construction.Built on nine acres in this Indian city’s financial district, it is Amazon’s single largest building globally and the only Amazon-owned campus outside the US. It can house over 15,000 employees, but its size is its main architectural feature: it resembles the same cube of glass steel and chrome seen in corporate offices across Hyderabad, though a flash of magenta reflected in one of the top floor windows, from a billowing sari across the road, is a nice Indian touch.