Reliance Retail Launches Shein App in India After Five-Year Ban

Reliance Retail has introduced the Shein India Fast Fashion app, marking Shein’s return nearly five years after its ban in India. The launch, which occurred without an official announcement, comes under a licensing deal between Reliance and Shein, allowing the Indian conglomerate to sell Shein-branded fashionwear.

The Shein app was banned in 2020 due to data security concerns amid strained India-China relations. Under the new agreement, all Shein-branded products sold in India are designed and manufactured domestically, ensuring compliance with local regulations.

Unlike Reliance’s usual strategy of integrating brands into its Ajio platform, Shein now has a standalone app. Initially, deliveries will be available in select cities like New Delhi and Mumbai, with nationwide expansion planned. The app’s message reads, "The fashion OG is back," signaling Shein’s aggressive re-entry into the Indian market.

Dresses on the platform are priced as low as ₹350 ($4), appealing to budget-conscious shoppers. Reliance will pay a licensing fee for Shein’s branding, with no equity investment involved. The deal positions Reliance to capitalize on India’s booming e-commerce fashion sector while complying with government policies.

Shein, originally founded in China and now headquartered in Singapore, is preparing for a London IPO in the first half of the year. The company scrapped its U.S. listing due to regulatory concerns over China's foreign IPO approval process.

With Shein's return via Reliance, India’s fashion e-commerce landscape is set for increased competition, especially against platforms like Flipkart’s Myntra. As Shein apparel is expected to be available on Ajio soon, Reliance is strategically leveraging its market dominance to reshape the fast fashion industry in India.