Chinese fashion giant Shein to re-enter India in collaboration with Reliance

New Delhi (India), 19th May 2023: Reliance Retail is planning to bring Chinese fashion giant Shein to India through a strategic relationship, more than two years after the latter’s app was banned by the Indian government.

An executive stated, “Shein is likely to source from India for other countries as well, since it is facing scrutiny in the US.”

Over two years ago, the Centre barred Shein, one of the world’s largest fashion retailers, from selling its products in India through its own app as part of a bigger crackdown on Chinese apps in response to increasing border tensions.

The executive further stated, “Shein’s positioning of affordable and trendy clothing will complement Reliance’s portfolio, which also sells affordable fashion through its own store chain Reliance Trends.”

Before its app was prohibited by the home ministry in 2020, Shein had carved out a place in India for fresh trends at affordable prices.

According to a second executive familiar with the negotiations, Reliance has been cooperating with fashion companies in many genres, and adding Shein will give its fast-fashion portfolio more push through physical shops and online.

Reliance Brands has relationships with luxury labels such as Giorgio Armani, Gas, Hugo Boss, Armani Exchange, and Jimmy Choo, as part of its flanking strategy bridging inexpensive and luxury apparel.

It also has strategic alliances with domestic fashion labels such as Manish Malhotra, Abu Jani Sandeep Khosla, Satya Paul, Raghavendra Rathore, and Anamika Khanna.