New Delhi: In a significant move for India’s fast fashion landscape, Reliance Retail has officially reintroduced Shein to the Indian market, nearly five years after the Chinese fashion giant was banned amid geopolitical tensions. The brand, which initially made a return through a test run on Reliance’s fashion platform Ajio, is now available via an independent app on the App Store and Google Play Store.
Government Clearance and Local Manufacturing Push
Shein’s comeback has been facilitated through a partnership between Reliance Retail Ventures Ltd (RRVL) and Singapore-based Roadget Business Pte Ltd, ensuring compliance with Indian regulations. Commerce and Industry Minister Piyush Goyal previously confirmed in a parliamentary statement that Shein would operate on an indigenous retail platform controlled by Reliance, with no access to consumer data. Additionally, Reliance has committed to fostering local manufacturing, positioning Indian suppliers at the core of Shein’s supply chain.
The Ministry of Textiles, after consulting the Ministry of Electronics and Information Technology (MeitY) and the Ministry of Home Affairs, raised no objections to the re-entry, provided it adhered to data security and local sourcing commitments.
Fast Fashion Boom in India
According to a report by Redseer Strategy Consultants, India’s fast fashion market is poised for rapid expansion, expected to reach $50 billion by FY31. The sector, currently a growing segment within the broader apparel industry, is projected to account for 25-30% of total fashion retail by the same period.
With a global presence spanning over 150 countries and a strong digital footprint boasting 250 million social media followers, Shein remains a dominant player in affordable fashion. The brand recorded over $2 billion in profits for 2023, with gross merchandise value nearing $45 billion.
Strategic Expansion and Market Implications
Reliance’s decision to reintroduce Shein aligns with its broader ambitions to dominate India’s e-commerce and retail space. The move is expected to intensify competition in the fast fashion segment, challenging established domestic and international brands.
Industry experts believe Shein’s return could redefine affordability and accessibility in Indian fashion, with Reliance leveraging its extensive retail network and logistics capabilities to scale the brand nationwide.
As Reliance-Shein’s partnership unfolds, its impact on local manufacturers, consumer trends, and India’s digital retail ecosystem will be closely watched.