• Reliance Retail has launched a standalone Shein app in India, marking the fast fashion brand’s return nearly five years after its ban.
  • All Shein-branded products will be locally manufactured, with Reliance holding a licensing agreement but no equity stake in the partnership.

Reliance Retail has launched a new mobile application in India to sell fashionwear from Shein, marking the Chinese fast fashion brand’s return nearly five years after its ban. The app, which went live on Saturday, signals Reliance’s effort to expand its presence in India’s fashion e-commerce sector.

Shein was among several Chinese apps banned by India in 2020 due to national security concerns following a border dispute with China. However, in 2023, it was disclosed in Parliament that Reliance had entered into a licensing agreement with Shein, allowing the brand to re-enter the Indian market under local manufacturing and distribution regulations.

Instead of integrating Shein’s products into its existing fashion platform, Ajio, Reliance has opted to launch a standalone app, Shein India Fast Fashion. The platform currently offers deliveries in select cities such as New Delhi and Mumbai, with plans for nationwide expansion. The app features a range of products, including dresses priced as low as ₹350 ($4), targeting India’s cost-conscious fashion consumers.

A source familiar with the agreement told Reuters that Reliance will pay a licensing fee for the Shein brand but does not hold an equity stake in the partnership. Financial terms of the deal have not been publicly disclosed.

Another source confirmed that all Shein-branded products sold in India will be manufactured locally to align with India’s economic policies. Over time, Shein’s clothing is also expected to be available on Ajio, though a specific timeline has not been announced.

Founded in China in 2012, Shein later relocated its headquarters to Singapore and has rapidly expanded into global markets. The company initially pursued a U.S. public listing but encountered resistance from lawmakers over regulatory concerns. It is now preparing for a London IPO in the first half of 2025.

With its return to India, Shein is set to compete in the country’s fast fashion segment once again. However, it remains to be seen how consumers will respond to the brand after its abrupt exit in 2020.

Edited by Harshajit Sarmah