Reliance Retail has launched an app in India to sell fashionwear from Shein, nearly five years after the Chinese brand was banned in the country amid diplomatic tensions.CompanyValueChange%ChangeThe app, Shein India Fast Fashion, went live on Saturday morning, according to a source familiar with Reliance’s launch plans. However, the company did not make an official announcement.This move marks a shift in Reliance’s strategy, as the company has previously integrated international brands like Superdry and Gap into its flagship fashion platform, Ajio. With the new standalone app, Reliance is directly taking on competitors like Myntra, owned by Walmart’s Flipkart.
Shein’s return to IndiaFounded in China in 2012 and later headquartered in Singapore, Shein became popular for its affordable Western fashion. However, its app was among the Chinese applications banned in India in 2020, including ByteDance’s TikTok, following a border dispute and concerns over data security.
In 2023, India’s government revealed that Reliance had secured a deal with Shein under which Indian manufacturers would produce and supply Shein-branded clothing. All items sold on the Shein India Fast Fashion app are designed and made in India, and the collection will later be available on Ajio as well.Limited launch, nationwide expansion plannedUpon opening the new Shein app, users are greeted with a message: “The fashion OG is back.” Initially, deliveries will be limited to select cities like New Delhi and Mumbai, with a nationwide rollout expected soon. Prices start as low as ₹350 for dresses.According to Reuters, Reliance will pay a licensing fee to use the Shein brand name, but the partnership does not involve any equity investment.Meanwhile, Shein is preparing for a London stock market listing in the first half of the year after scrapping its US IPO plans due to regulatory hurdles and scrutiny from American lawmakers.Also Read: European Union aim at China’s Temu and Shein with proposed import duty
