Shein Returns to India: Mukesh & Isha Ambani’s Reliance Retail Revives the Fast-Fashion Giant

Shein, the Chinese fast-fashion brand banned in India in 2020, is coming back into India, courtesy a strategic tie-up with Mukesh Ambani-led Reliance Retail. This move is significant for the retail landscape in India, as it brings back a brand known for affordable and trendy apparel.

Shein India Fast Fashion App Launches

Without any public declaration, Reliance has launched the “Shein India Fast Fashion” app. It offers an extensive range of low-cost Western clothing. Shein’s signature affordability is once again available to customers, who can buy a dress for as low as ₹350 ($4). Deliveries are currently only available in the major cities, such as New Delhi and Mumbai, but are planned to reach the entire country.

Made in India, Sold in India

Under the license agreement, Shein-branded clothing will be manufactured by Indian companies. So, the companies will be within the local norms. In contrast to its earlier business, Shein will not have any interest in the Indian venture. Rather, Reliance will pay for the license of using the brand name. Again, all of these products will be sold through Reliance’s Ajio fashion platform.

Isha Ambani and Revival

Isha Ambani, the head of Reliance Retail, played a key role in orchestrating Shein’s return while ensuring compliance with Indian laws. The deal stipulates that all platform data must be stored in India, and Shein is not granted direct access. The deal also includes strict cybersecurity audits conducted by government-approved experts to address national security concerns.

Boosting Indian Manufacturing & Retail Competition

Reliance’s move is likely to energize India’s textile sector by creating jobs and fostering a network of local manufacturers to produce Shein-branded products. The re-entry of Shein will also heighten competition in India’s fast-fashion market, directly challenging established players like Tata-owned Trent’s Zudio and Flipkart’s Myntra.

A Strategic Expansion for Reliance

Reliance already has an experience of integrating global fashion brands into its retail ecosystem and has brought brands like Superdry and Gap to India earlier. Now, with Shein back in the market, Reliance is all set to strengthen its foothold in the booming fashion segment.

What’s Next for Shein in India?

As the brand picks up pace, consumers can expect a steady expansion of product availability and delivery reach. With strong backing from Reliance, Shein is poised to reclaim its spot as a go-to destination for budget-friendly fashion in India.