“Shein Returns to India Through Reliance Retail After 2020 App Ban”

Reliance Retail Brings Shein Back to India Through Licensing Deal After 2020 Ban

Reliance Retail has launched an app to sell Shein’s fashion products in India, almost five years after the Chinese fashion retailer’s official app was banned in the country. This move comes after the Indian government disclosed last year that Reliance had entered into an agreement with Shein to sell its products under a licensing deal.

The new app, named ‘SHEIN India Fast Fashion,’ went live quietly without a major announcement, marking a significant shift from Reliance’s typical approach of adding brands to its main app, Ajio. This strategic move positions Reliance as a competitor to Myntra, owned by Walmart’s Flipkart.

Shein, a popular fashion retailer originally founded in China in 2012, was banned in India in 2020 due to data security concerns amid the diplomatic standoff between the two countries. The company, which has since relocated its headquarters to Singapore, is known for offering affordable Western-style clothing aimed at young consumers. Upon opening the app, users are greeted with the message: “The fashion OG (original) is back.”

Reliance’s decision to reintroduce Shein comes with a licensing arrangement rather than an equity investment, meaning Reliance will pay a fee to use Shein’s brand name without taking an ownership stake in the company. While deliveries will initially be available only in select cities such as New Delhi and Mumbai, they are expected to expand nationwide in the coming months. Additionally, Shein’s products will also be available on Reliance’s Ajio platform, further boosting the retailer’s reach in India.

The Shein app offers a range of affordable, India-made fashion items, including dresses priced as low as ₹350. The company also aims to go public by listing in London in the first half of this year, after halting its previous attempt to list in the US due to regulatory concerns related to Chinese business practices.

With this partnership, Reliance Retail seems poised to take advantage of Shein’s growing brand recognition in India, while navigating the regulatory hurdles that led to the brand’s exit and return to the market.

Sources By Agencies

About Digital Scoop India Team

Check Also

DK Shivakumar Urges Defence Minister for Aircraft, Helicopter Manufacturing Incentives in Karnataka

DK Shivakumar Urges Incentives for Aircraft and Helicopter Manufacturing in Karnataka at Aero India 2025

Karnataka Deputy Chief Minister DK Shivakumar has urged Defence Minister Rajnath Singh to provide incentives for aircraft and helicopter manufacturers to establish production facilities in the state and across India. Speaking at Aero India 2025, Asia’s largest aerospace and defence exhibition, held at Yelahanka Air Force Station in Bengaluru, Shivakumar emphasized Karnataka’s leading role in India's aerospace sector.

Leave a Reply

Your email address will not be published. Required fields are marked *