Shein set for comeback in India with Reliance retail partnership

Shein, the Chinese fast fashion giant, is returning to the Indian market four years after it was banned. The Economic Times reports that Reliance Retail Ventures, part of Mukesh Ambani’s Reliance Industries, through a Reliance retail partnership, will relaunch Shein’s products online and in physical stores in the coming weeks.

Reliance Retail teamed up with Shein the previous year. The plan includes tapping former Meta director Manish Chopra to lead Shein’s operations in India.

Reliance Retail Partnership Brings High-Profile Deals

This partnership is one of many recent high-profile deals by Reliance Retail, which has already brought brands like Tiffany & Co and ASOS to India. The goal is to capture a share of India’s growing $10 billion fast fashion market, expected to reach $50 billion by FY31.

Shein was banned in 2020 as part of India’s crackdown on Chinese apps following border conflicts. The ban, enacted under Section 69A of the Information Technology Act, was due to concerns over data privacy and national security.

To address these concerns, the new setup assures that “all the necessary and sensitive data will be hosted and stored in India, and Shein will have no access or rights over them,” The Economic Times reported. This approach aims to safeguard user data while allowing Shein to re-enter the market.

Reliance Retail will oversee Shein’s India operations through a wholly-owned subsidiary, with Shein earning a licensing fee based on profit shares. This structure lets Reliance manage operations and data security while leveraging Shein’s brand.

This partnership underscores Reliance Retail’s strategy to bridge the fashion gap between the East and West. Plans include setting up studios in key European cities to quickly bring the latest fashion trends to India.

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