Shein Returns to India Through Partnership with Reliance Retail
Chinese fast-fashion giant Shein has made a comeback in India, nearly five years after being banned due to diplomatic tensions between New Delhi and Beijing. The relaunch comes through a strategic partnership with Mukesh Ambani’s Reliance Retail, marking a significant move in one of Asia’s largest retail markets.
The Shein India Fast Fashion App
Reliance Retail has developed and launched the new Shein India Fast Fashion app, which operates under strict conditions giving Reliance full control over operations, data, and customer interactions. According to a statement from India’s commerce ministry, Shein will act only as a technology partner, while Reliance, through its subsidiary, holds complete ownership of the platform.
A key condition of the partnership is that all customer data will be stored within India, ensuring stringent data sovereignty. Shein does not have access to this data, and oversight will include regular security audits by government-approved cybersecurity firms.
What’s on Offer?
For now, Shein is delivering to select cities like New Delhi and Mumbai. The product range includes affordable options, such as dresses starting at 350 rupees ($4). Importantly, all items are designed and manufactured in India by local textile manufacturers, aligning with the government’s focus on boosting domestic production.
Breaking the Ban
This partnership marks a rare exception to India’s 2020 ban on over 300 Chinese apps. Shein had to agree to stringent oversight to secure approval, including extensive vetting by multiple ministries like IT and Home Affairs. Commerce Minister Piyush Goyal highlighted that the arrangement aims to strengthen India’s textile manufacturing sector while maintaining strict data security and sovereignty.
A Strategic Move for Reliance
For Reliance, this venture diverges from its usual strategy of integrating brands into its flagship Ajio fashion app. With Shein, Reliance is betting on a standalone fast-fashion platform to tap into the growing demand for affordable yet trendy clothing in India.
The Shein-Reliance partnership could reshape India’s fast-fashion landscape while giving local manufacturers a significant boost. Time will tell how this strategic collaboration plays out in one of Asia’s most dynamic retail markets.
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