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Shein is set to relaunch in India through a partnership with Reliance Retail, four years after it was banned in the country.
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Reliance Retail will sell Shein’s products on its app and offline stores, and will also help the Chinese label scale up sourcing from India.
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Shein will compete with Myntra and Zudio in the affordable fast-fashion space, and will use India as a supply source for its global operations.
Shein, the popular Chinese fast-fashion label, is making a comeback in India through a strategic partnership with Reliance Retail. The partnership, announced last year, will see Reliance Retail selling Shein’s products on its app and offline stores. This move is expected to help Shein reduce its dependence on China and scale up sourcing from India.
The partnership will also enable Shein to use India as a supply source for its global operations, and escalate exports of textile and garments from India. Shein will provide technology and expertise to Reliance Retail to integrate a network of 25,000 MSMEs to create a parallel global supply chain from India. The Shein app will host and store all relevant and sensitive information in India, with ownership and control remaining with Reliance Retail’s subsidiary.
Shein’s relaunch in India is expected to heat up the competition in the affordable fast-fashion space, with Myntra and Zudio being its main competitors. With over 250 million social media followers and a presence in 150 countries, Shein is a popular label that is expected to make a significant impact in the Indian market.
