New Delhi (CNN Business) Google is making it easier for hundreds of millions of people in India to shop on its platform.

The company launched Google Shopping in the country on Thursday, allowing users to search for products in English and Hindi — India's most popular language — and compare deals from retailers.

The service can be accessed via a new shopping tab within Google Search and through Google Lens, an image recognition app which allows users to photograph products to find out more about them.

India is also the first country in the world to get a separate shopping homepage on Google, a company spokesperson said.

The launch of the shopping feature, which is already available in more than 35 countries, is another example of Google's efforts to cash in on the rapid growth in the number of Indian internet users.

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