Reliance Retail has reintroduced the Chinese fast fashion giant Shein into the Indian market. In 2020, Shein, along with several other Chinese apps, were banned from India. These applications were banned because of geopolitical tension and security concerns. This is a strategic move to step up the fast fashion business in India.
Re-release of Shein India
Shein is released as the Shein India Fast Fashion app under Reliance Retail without any prior public announcement. Shein became famous in India because of the affordable clothing range. On the app, it is announced that “the OG is back.”. Currently, the company is offering shipping services in Delhi NCR, Bengaluru, Mumbai, Navi Mumbai, and Thane. Pan-India shipping is expected to commence shortly.
Shein is brought back to India under the licensing agreement. As per the agreement, the Shein products will be manufactured by Indian manufacturers. Reliance has also secured all the government clearances. Hence, it is ensured that the data will be stored locally, and regular security audits are mandated by the Indian authorities.
A strategic move by Reliance
With Shein India returning after the ban, it is set to embark on a new journey in India’s retail industry. Reliance, owned by Mukesh Ambani, is actively bringing global brands to India. This specific collaboration with Shein is a strategic move to get into the soaring market of fast fashion. This sector will be scaling up to $50 billion by FY 2031.
Shein’s return to the market will intensify the competition among existing players. Zudio and Myntra are the two most dominant players in the fast-fashion market presently. The return of the OG Shein India will challenge the market along with offering consumers a wide range of choices.
By aligning with Reliance, Shein India gets access to the vast Indian customer base as well as benefits from Reliance’s large retail infrastructure. The success of the venture could give future opportunities for Indian organizations to collaborate with international brands.
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