Reliance Retail has launched a new Shein India Fast Fashion app, marking Shein’s return nearly five years after its ban in 2020 over data security concerns. The app was quietly rolled out on Saturday, Feb 2, offering a wide range of affordable fashionwear, with deliveries currently limited to New Delhi and Mumbai, before expanding nationwide.
Made in India, Sold Under Shein Brand
Under the licensing deal, Indian manufacturers will produce Shein-branded clothing, with Reliance paying a brand license fee but having no equity investment in the partnership. Shein’s products will also be available on Reliance’s Ajio platform in the future.
Competitive Strategy & Expansion Plans
The move is a strategic shift for Reliance, which usually integrates global brands into Ajio but has opted for a standalone Shein app. The brand, known for budget-friendly Western fashion, is offering items as low as ₹350 ($4). Meanwhile, Shein is eyeing a London IPO after dropping U.S. listing plans due to regulatory hurdles.
