MUMBAI (Diya TV) — Reliance Retail relaunched Shein’s service in India with the ‘Shein India Fast Fashion’ app launched on February 1, 2025. It has been about five years since the app of fast fashion seller Shein was banned in India because of security concerns at the height of a diplomatic dispute between India and China.
The new application offers an array of affordable clothing in the Western style, from as low as 350 rupees (approximately $4) for dresses. The delivery service is only available in a few cities to begin with, such as New Delhi and Mumbai, but could soon be rolled out countrywide.
This is a strategic shift for Reliance Retail from its traditional strategy of bringing in brands like Superdry and Gap into its flagship fashion app, Ajio. The Shein deal is likely to help Reliance Retail push further into India’s competitive fashion market, forcing established players such as Myntra, Flipkart’s subsidiary owned by Walmart.
According to the licensing deal, Indian companies will manufacture Shein products. These will then be available on Ajio. However, there is no indication of when. Reliance has agreed to pay a licensing fee to use the Shein brand name and not invest any equity in the firm.
Shein, which originated in China in 2012 and has since relocated its headquarters to Singapore, sells an enormous array of low-cost Western wear. Its app was banned in India in 2020 along with other Chinese apps such as TikTok following a border dispute between India and China, over data security concerns.
