In a strategic move, Mukesh Ambani’s Reliance Retail Ventures is set to reintroduce the popular Chinese fast fashion label, Shein, to the Indian market. The relaunch, slated for the coming weeks, will see Shein’s products available both on Reliance’s app and in its brick-and-mortar stores.
Reliance Industries, Ambani’s conglomerate spanning oil to telecom sectors, reportedly teamed up with the IPO-bound fashion brand last year. The company is likely to appoint former Meta director, Manish Chopra, to head Shein’s operations in India.
This partnership is part of Reliance Retail’s ongoing efforts to bring international brands to India. The retail giant has previously introduced American jewelry maker Tiffany & Co. and British online retailer ASOS to the Indian market.
The relaunch of Shein comes four years after the brand was banned in India amid a wider crackdown on Chinese applications following border conflicts between India and China. The new India operations will be entirely owned by Reliance Retail, with Shein receiving a license fee based on a share of the profits. Ensuring data security, all sensitive data will be hosted and stored in India, with Shein having no access or rights to this information.
Once operational, Shein will compete directly with major players like Walmart-backed Myntra and Tata-owned Westside in India’s burgeoning $10 billion fast fashion market, with the market projected to grow to $50 billion by FY31. This reintroduction of Shein marks a significant step in Reliance Retail’s expansion strategy and highlights the growing potential of India’s fast fashion market.
