Instead of focussing on parachuting global products and services to India, US-headquartered e-commerce firm Amazon's global membership programme Amazon Prime plans to focus on India-specific and India first initiatives in order to cater to the specific needs of its local target customers, according to a senior executive.

"The assumption that we are simply going to bring global benefits to India, might not be executed that way ... not correct in its entirety. We are a global company. Prime is a global program. Yes, it allows me that opportunity, however it doesn't mean we won't innovate on Indian customers' behalf and build benefits which are India first," Akshay Sahi, head of Amazon Prime told Moneycontrol in an interaction

"I simply say India first because those benefits are valuable, they might be valuable in other marketplaces as well. I don't want you to take away that all you are doing is simply take away these things and bring them here. Really trying to look at what customers want even within these benefits and how customers interact with these benefits can be different. So we will always curate those, to make sure they are working for our local customers everywhere and in fact constructed for India first," he added.

Amazon Prime which is about to complete one year in India has announced Amazon Prime Day to be held on July 11 offering customers multiple deals and discounts.

It is also reported that Prime is working to bring its music streaming service to India.

However, Sahi declined to comment on the specific products that are being worked upon for the Indian market, saying it would lead to speculations.

An example of India specific content could be Prime's India Original series -- Inside Edge that it launched last month. Inside Edge has been created in partnership with Excel Media and Entertainment. It will be a 10-episode series and will be available worldwide across 200 countries and territories.

Amazon launched Prime across 100 cities in July last year. In the beginning, it offered one-day and two-day delivery on products for a subscription fee of Rs 499. Prime members also got early access to exclusive deals from select brands and sellers under this.

After almost five months, it launched its much talked about video content in India.

Netflix India's programs start at a monthly subscription cost of Rs 500 per month. The company also offers a premium subscription at Rs 800 per month under which a user can stream content on four devices.

The company launched its services in India in January of 2016.

According to a report released in April by market researcher RedSeer Consulting, the number of Prime subscribers in India rose rapidly during the October-December quarter to reach approximately 6 million subscribers in December.

Prime which is a key differentiator for the firm in the US has also turned out to be a shot in the arm in the India market.

While Sahi declined to comment on the subscriber numbers, he said that the membership had doubled since January and that during the January-March quarter about 30 percent of the company's orders came from Prime members.

"We will always been evaluating what our customers' needs and can we create products or bring in or bring benefits in to fulfil that need and add value to our customers. From that perspective, there are a lot of benefits for the rest of the world, including Prime Music, Prime Reading etc. We will obviously keep evaluating these benefits to find whether it makes sense, whether the customers value it," said Sahi.