Fast Fashion Brand Shein to Re-enter India on Reliance Retail's App, Stores
After a four-year absence, Reliance may be launching Shein in India through its apps and storefronts within the coming weeks.
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After more than a year of signing the partnership, India’s Reliance Retail Ventures is poised to launch the Chinese fast-fashion label Shein in the country within the coming weeks, according to a report by The Economic Times (ET). This strategic partnership aims to offer Shein’s products online and in Reliance Retail’s offline stores.
Shein, a globally recognised fast-fashion brand founded in 2008 by Chris Xu, was banned in India in 2020 during a broader crackdown on Chinese apps amid escalating border tensions. This forthcoming launch marks the fashion brand’s return to the Indian market after a four-year absence, through collaboration with Mukesh Ambani-owned Reliance Retail.
The partnership will see Shein’s products available on Reliance Retail’s app and in their physical stores. To spearhead Shein’s operations in India, Reliance is likely to bring on board former Meta (Facebook) director Manish Chopra. Additionally, Reliance Retail is setting up boutique studios in select European cities to keep abreast of Western fast fashion trends and promptly introduce them to the Indian market.
The operations will be managed by a company wholly owned by Reliance Retail. Shein will not invest equity but will receive a licence fee as a share of profits from the company, ET reported. Payments to Shein will only come from the profits generated within India. Importantly, all data and the app itself will be hosted and stored within India, ensuring that Shein has no access to or control over the data.
The 2020 ban on Shein in India was implemented under Section 69A of the Information Technology Act, which allows the government to block websites and services in the interest of national security. Shortly after this, the company moved its home base from China to Singapore.
