This Chinese Fashion Brand Is Partnering With Reliance To Make A Comeback In India: Will Other Chinese Companies Follow This Path?


Rohit Kulkarni

Rohit Kulkarni

May 24, 2023


SHEIN was a household name when it came to fashion in India. Created in 2008, SHEIN gained massive popularity during the pandemic as it enabled us to purchase our favorite clothes online without burning hole in our pockets.

This Chinese Fashion Brand Is Partnering With Reliance To Make A Comeback In India: Will Other Chinese Companies Follow This Path?

The brand picked up popularity as it continued to push out designer item look-alikes, partnerships with influencers and sponsored TikTok ads played a huge role in boosting the brand. What made it more attractive to customers was the lower prices, free shipping, and free returns.

Why was SHEIN banned in India?

However, the Chinese online fast fashion brand was banned in India before three years. The reasons behind the same seem geopolitical and it was banned due to India’s concerns about data privacy and security as the app originated from China.  

Citing potential risks in terms of data collection, storage, and potential misuse, government decided eventually to ban this app in addition to other few apps in June 2020.

In June 2020, India’s Ministry of Electronics and Information Technology imposed a ban on the brand due to the escalating tensions between India and China on the Himalayan borders.

Even after the ban by Indian government, the brand’s products continued to be available through e-commerce platforms like Amazon. The issue was also brought before the Delhi High Court and in July 2022, the court issued a notice to the government seeking a ban on the sale of Shein products on Amazon.

SHEIN to Enter Indian Market in Alliance with Reliance Retail

However, that is in the rear view mirror for the brand as it is all set to make its comeback in collaboration with leading Indian retailer Reliance Retail to capitalise on one of the fastest-growing fast fashion markets in the world.

The partnership is not only beneficial to Shein’s expansion plans but also offers Reliance Retail the advantage of collaborating with a well-known online fashion brand.

Shein aims to make a strong comeback to India and overcome the challenges it previously faced. This strategic alliance will reportedly allow Shein to make use of Reliance Retail’s sourcing capabilities, warehousing, and logistics infrastructure, as well as tap into the retailer’s extensive network of online and offline stores.

There are concerns raised over some markets like the United States when it comes to the sourcing practices, the brand is eying the Indian market as an opportunity.

Through this partnership, Shein will be sourcing for its global operation in the middle east and other markets.


Rohit Kulkarni
Rohit Kulkarni
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