Chinese fast-fashion platform Shein has relaunched in India through a partnership with local conglomerate Reliance’s retail chain, nearly five years after Shein was banned amid diplomatic tensions between New Delhi and Beijing.
The new Shein India Fast Fashion app, developed and launched by billionaire Mukesh Ambani’s Reliance Retail, marks the firm’s significant return to one of Asia’s largest retail markets ahead of the Chinese firm’s much-anticipated public listing later this year.
The app’s revival comes under stringent conditions that give Reliance complete control over operations and data. Under the partnership structure — disclosed recently by India’s commerce ministry — Shein will operate purely as a technology partner, with Reliance maintaining full ownership of the platform through its subsidiary. The arrangement requires all customer data to be stored in India, with Shein having no access rights.
For Reliance, the partnership marks a departure from its traditional strategy of incorporating brands — such as Japan’s Muji — into its flagship Ajio fashion app. Shein’s addition to Reliance’s India portfolio stands to give the local conglomerate a stronger chance to make inroads with e-commerce.
Though Reliance operates the nation’s largest retail chain — and also the country’s top telecom operator — it has struggled to fight Flipkart, Amazon, Meesho and a growing number of quick commerce firms on online sales. Flipkart, which leads the e-commerce market in India, has an even stronger hold in fashion e-commerce. Flipkart-owned Myntra recently began delivering some orders under 30 minutes.
Shein is initially offering delivery in select cities including New Delhi, Bengaluru and Mumbai and plans to expand it across India “very soon,” according to the app description. The company isn’t charging delivery fees on any order. Products include dresses priced from 199 rupees ($2.30), with all items designed and manufactured in India by local manufacturers.
The deal represents a rare exception to India’s ban on Chinese apps, which has affected over 300 platforms since 2020. To secure approval, Shein agreed to unprecedented oversight measures, including regular security audits by government-approved cybersecurity firms.
Commerce Minister Piyush Goyal said recently that the approval process involved extensive vetting by multiple ministries, including IT and Home Affairs. The arrangement aims to boost India’s textile manufacturing sector while maintaining strict data sovereignty, he said.
Content Courtesy – TechCrunch
