Shein Returns to India through Reliance Retail Partnership
Reliance Retail has launched a dedicated app in India to offer fashion apparel from the popular Chinese brand Shein, marking the latter's return to the country after its previous app ban.
Exclusive Licensing Deal
The Shein India Fast Fashion app operates under a licensing agreement between Reliance Retail and Shein. Reliance will pay a license fee to utilize Shein's brand name. However, the partnership does not involve any equity investment.
Made in India Apparel
All Shein-branded products sold through the app are designed and manufactured in India. This arrangement aligns with Reliance's strategy to support domestic manufacturers.
Distribution and Expansion
Initially, deliveries will be limited to key cities like New Delhi and Mumbai, with plans to expand nationwide in the near future.
Competitive Landscape
The Shein India Fast Fashion app joins Reliance's flagship fashion platform, Ajio, which offers a curated selection of Western and Indian brands. This move reflects Reliance's commitment to cater to diverse fashion preferences and compete with rivals like Myntra and Flipkart.
Reliance's Diversified Strategy
The partnership with Shein highlights Reliance's diversified strategy in the e-commerce sector. The company has successfully established a strong foothold in retail, fashion, and technology, complementing its core energy and telecom businesses.
Shein's Global Ambitions
Shein, founded in China in 2012 and headquartered in Singapore, is pursuing a global expansion strategy. The company intends to list in London in the first half of the year, following the withdrawal of its U.S. listing plans due to regulatory concerns.