Shein partners with Reliance Retail to re-enter Indian market
- Shein's app was initially banned in India in 2020 due to security concerns.
- The company has formed a licensing partnership with Reliance Retail to source products locally.
- This collaboration marks Shein's re-entry into the Indian market and reflects a shift in strategies for both parties.
In an effort to re-enter the Indian market, Shein has partnered with Reliance Retail. The app was banned in India in 2020 due to concerns over data security linked to Chinese apps following a border dispute between India and China. Recently, an agreement facilitating the collaboration between the two companies was revealed, enabling Shein to sell products manufactured in India under its brand name. Shein's new strategy represents a significant shift, as Reliance typically integrates brands into its existing fashion app, Ajio. Initially, the app will service select cities like New Delhi and Mumbai, with a plan to extend delivery nationwide. Additionally, all products sold will be locally sourced and produced, emphasizing the new operational framework built around Indian manufacturers. As delivery services expand, more consumers across the country will have access to Shein's offerings, rekindling interest in fast fashion and allowing Reliance to compete effectively against other fashion retailers in India, such as Myntra from Walmart's Flipkart. The collaboration signifies not only a corporate partnership but also a calculated response to changing market dynamics and consumer demand for affordable fashion options.