Reliance Retail has launched a new app in India to sell fashionwear from Shein, marking the Chinese fast fashion giant’s return to the country nearly five years after its ban. The app, which went live quietly on Saturday, represents a significant shift in Reliance’s strategy as it aims to strengthen its position in India’s competitive fashion e-commerce market.
Shein, a brand known for its vast selection of low-cost Western fashion, was among several Chinese apps banned in India in 2020 due to data security concerns following a border dispute between the two countries. However, in 2023, it was revealed in Parliament that Reliance had secured a licensing agreement with Shein, allowing the brand to re-enter the Indian market while ensuring that all Shein-branded products are designed and manufactured locally.
Reliance has opted to launch Shein as a standalone app rather than integrating it into its existing fashion platform, Ajio, which features global brands such as Superdry and Gap.
The new app, Shein India Fast Fashion, currently offers deliveries in select cities like New Delhi and Mumbai, with plans to expand nationwide soon. The platform features dresses priced as low as ₹350 ($4), aiming to attract India’s price-conscious fashion consumers.
Reliance has opted to launch Shein as a standalone app, rather than integrating it into its existing fashion platform, Ajio, which features global brands such as Superdry and Gap. (file)
Reliance-Shein deal: What we know
Reliance will pay a licensing fee to use Shein’s brand name but does not hold an equity stake in the partnership, a source with direct knowledge of the matter told Reuters. While the financial details remain undisclosed, the collaboration allows Shein to access India’s massive consumer base while navigating local regulatory restrictions through an Indian partner.
A second source confirmed to Reuters that all Shein products sold in India will be locally manufactured, ensuring compliance with the country’s economic policies. Eventually, Shein’s clothing will also be available on Ajio, although the timeline remains unclear.
Shein, founded in China in 2012 and later moved its headquarters to Singapore, has aggressively expanded in global markets. The brand had initially sought a public listing in the United States but faced opposition from US lawmakers who were concerned about China’s regulations on overseas listings. It is now preparing for a London IPO in the first half of 2025.
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With its return to India, Shein is again positioned to become a major player in the country’s fast fashion landscape. However, it remains to be seen whether Indian consumers will fully embrace the brand after its controversial exit in 2020.