Chinese fast fashion brand Shein has re-entered the Indian market after nearly five years through a partnership with Reliance Retail, a major Indian conglomerate.
Previously highly popular among India’s youth, Shein was forced to exit the market in 2020 after the Indian government banned Chinese apps due to deteriorating diplomatic relations between New Delhi and Beijing. However, with the launch of the new app “Shein India Fast Fashion,” operated by Reliance, Shein has once again made its way back to Indian consumers.
Shein’s Return and Stringent Regulations
This re-entry was made possible through a licensing agreement with Reliance, under which the Indian conglomerate fully manages operations and data governance. Piyush Goyal, India’s Minister of Commerce and Industry, stated, “The operations and data management of Shein India are entirely under the control of Reliance Retail, and Shein is involved solely as a technology partner.” He further emphasized, “All customer data and app information will be stored within India, and Shein will have no access to it.”
This arrangement is an exceptional measure, given that the Indian government has banned over 300 Chinese apps in recent years. According to government officials, the agreement includes regular audits by government-approved cybersecurity firms and a strict management system to eliminate national security concerns.
A Strategic Shift for Reliance
For Reliance, this partnership also marks a departure from its traditional strategy. The company has previously incorporated foreign brands into its e-commerce platform, “Ajio,” but Shein will operate as a standalone app under Reliance’s control. This move could further strengthen Reliance’s presence in India’s e-commerce market, where it competes with established players like Flipkart, Amazon, and Meesho.
What’s Next for Shein in India?
Before its market exit in 2020, Shein had rapidly gained market share in India as a platform offering trendy fashion at affordable prices. With its return, consumers now have access to Shein products once again, but all items sold through the platform will be designed and manufactured by Indian suppliers.
Currently, deliveries are limited to cities such as New Delhi, Bengaluru, and Mumbai, but the company has stated that nationwide expansion is planned in the near future.
Shein’s re-entry is more than just the revival of an app—it represents the establishment of a new business model leveraging India’s domestic production and supply network. As the platform grows, its impact on India’s textile and apparel industry will be closely watched.
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