Chinese fast fashion giant Shein has made a comeback in the Indian market, nearly five years after it was banned due to diplomatic tensions between India and China. Shein has re-entered under a licensing agreement with Reliance Retail, owned by billionaire Mukesh Ambani. The Shein India Fast Fashion app was quietly launched on Saturday, though an official announcement is still pending.
Shein, initially founded in China and now based in Singapore, was one of several Chinese apps banned in India in 2020, following concerns over data security. The Indian government has imposed strict data regulations on Shein’s return, requiring all customer data to be stored within India, without access for Shein itself.
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Under the new partnership, Reliance Retail will oversee the brand’s operations, manufacturing, and sourcing in India, with no equity investment involved. Shein will also use India as a sourcing hub for its global business, collaborating with Indian garment manufacturers to boost textile exports. Currently, Shein is delivering only in New Delhi, Mumbai, and Bengaluru, with plans to expand nationwide soon.
Reliance’s strategic move to reintroduce Shein follows its efforts to expand its portfolio of international fashion brands through its platform Ajio, where Shein products are expected to eventually be available. Shein’s return is part of Reliance’s broader strategy to compete in India’s growing e-commerce market, alongside platforms like Myntra and Flipkart.
