Shein back on the scene, but this time in partnership with Reliance Retail

Despite India’s ongoing ban on over 300 Chinese apps due to security concerns, Shein’s return has been made possible through stringent oversight measures

Chinese fast-fashion brand Shein is making its long-awaited return to India after nearly five years, thanks to a strategic partnership with Reliance Retail, part of Mukesh Ambani’s conglomerate. The Shein India Fast Fashion app is now available for download on both the Google Play Store and Apple’s App Store, marking the brand’s much-anticipated re-entry into the Indian fashion scene.

Under this agreement, Reliance Retail will have full control over the app’s operations in India. This includes managing customer data, sales activities, and overall business functions. Shein will only provide technological support and will not be directly involved in day-to-day operations. In response to security concerns that led to Shein's initial ban, the partnership stipulates that all customer data will be stored within India, ensuring Shein cannot access it.

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Reliance Retail, India’s largest retailer, also owns the Jio telecom network and the e-commerce platform Ajio. However, Ajio has faced stiff competition from established players like Flipkart and Amazon. By integrating Shein into its portfolio, Reliance aims to target younger, fashion-conscious consumers who favour affordable and trendy apparel.

Fostering local production and expanding reach

Currently, Shein delivers to major cities such as New Delhi, Bengaluru, and Mumbai, with plans to expand its services nationwide soon. The brand will be offering products starting at ₹199, including dresses, manufactured locally by Indian suppliers, which aligns with the government’s push to boost domestic textile production. Shein will also be providing free delivery, a move to attract a wider customer base and stand out in the competitive market.

Despite India’s ongoing ban on over 300 Chinese apps due to security concerns, Shein’s return has been made possible through stringent oversight measures. The Indian government has granted approval after thorough evaluations by ministries such as IT and Home Affairs. Additionally, Shein will undergo regular cybersecurity audits to ensure its compliance with Indian regulations.

Commerce Minister Piyush Goyal emphasized that the collaboration would create new jobs in the manufacturing sector and strengthen data protection policies in the country, providing both economic and security benefits for India. While Shein’s comeback may spur competition in the fast-fashion sector, it remains to be seen how Indian consumers will respond, given the lingering concerns around Chinese companies and increasing competition from both local and global brands.

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