Shein Makes Comeback in India: Partners with Reliance for Local Manufacturing and E-commerce
Staff Editor Chinese Fast Fashion Giant Shein Returns to India in Partnership with Reliance Industries
Shein, the popular Chinese fast fashion brand, is making a comeback in the Indian market after being banned in 2020. The company’s return comes through a strategic partnership with Reliance Industries, owned by India’s richest man, Mukesh Ambani.
The ban on Shein was part of a broader action by India’s Ministry of Information Technology against Chinese apps, citing national security and data privacy concerns. However, the landscape has now shifted with the launch of a new e-commerce platform called Shein India Fast Fashion.
This joint venture aims to create a network of local manufacturers and suppliers to produce and sell Shein-branded products both domestically and globally. As of January 27, a new Shein app, operated by Reliance Retail, is available on Apple and Google’s app stores. Currently, the app ships products to select regions including Delhi NCR, Mumbai, and Bangalore, with plans for pan-India shipping in the pipeline.
The timing of Shein’s re-entry into India is notable, as the company faces challenges in its largest market, the United States. Recent tariffs imposed on Chinese goods have put pressure on Shein’s pricing strategy. Jeffrey Towson, a retail consultant, suggests that the company’s low-price model may become unsustainable due to these tariffs, potentially leading to price increases unless supply chains are redirected.
The partnership between Shein and Reliance has garnered attention in Indian parliament discussions, with the new platform being viewed as a strategic move to leverage local manufacturing and expand Shein’s global reach.
As of now, representatives for both Shein and Reliance Industries have not provided comments on these developments. The fashion industry and consumers alike will be watching closely to see how this partnership unfolds and impacts the Indian retail landscape.
