Reliance Retail Launches Shein India App in Licensing Deal
Reliance Retail has introduced an app in India to distribute fashion apparel from China's Shein, marking a shift in strategy. The app was launched on Saturday, but neither Reliance nor Shein responded to requests for comment.
The Shein India Fast Fashion app offers a wide range of Western-style clothing at affordable prices. In 2020, Shein's app was banned in India due to data security concerns, but the company has since partnered with Reliance to offer products manufactured in India.
Deliveries are initially limited to major cities but will expand nationwide. The app features dresses priced as low as 350 rupees ($4). Reliance will pay a license fee for using the Shein brand, and all products are designed and made in India.
Shein, founded in China in 2012, aims to list in London in the first half of 2023 after withdrawing its U.S. listing plans. The partnership with Reliance represents a departure from Ajio's strategy of adding brands to its platform.