Shein Returns to India via Reliance Retail After 5-Year Ban

Photo : Reuters

Shein, the popular Chinese fashion brand, is coming back to India after almost five years of being banned. This time, Shein is working with Reliance Retail, which is owned by billionaire Mukesh Ambani. The Shein India app is now available for download on both the Google Play Store and Apple’s App Store.

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This time, Shein is not running the business itself in India. Reliance Retail will take care of everything, including running the app and managing customer data. Shein’s job is only to provide the technology for the app and the systems behind it, without being involved in sales. A big rule in this deal is that all customer data will be kept in India, and Shein will not have access to it. This was done to make sure there are no security issues, which was why Shein was banned earlier.

Reliance Retail is India’s largest retailer and also owns Jio, the top telecom company in India. However, it faces tough competition from big online shopping websites like Flipkart, Amazon, and Meesho. Reliance’s online shopping site, Ajio, has not been very successful in the fashion market, which is mostly controlled by Myntra, a part of Flipkart. By bringing Shein back, Reliance hopes to attract more young shoppers who loved Shein’s trendy and affordable clothes before it was banned.

Right now, Shein is offering deliveries in major cities like New Delhi, Bengaluru, and Mumbai. They plan to expand to other cities soon. They are also making shopping more attractive by not charging delivery fees. Shein’s clothes, like dresses starting at ₹199, will be designed and made in India by local suppliers. This will also help the Indian government’s effort to increase local production of clothes.

Since 2020, India has banned over 300 Chinese apps due to security concerns and problems between the two countries. Shein’s return is a rare exception, but it comes with strict rules. The Indian government has approved the deal only after checking for security issues by different ministries, including IT and Home Affairs. Shein will also have regular checks by security experts to make sure they follow all rules. India’s Commerce Minister, Piyush Goyal, said that this partnership will help create jobs in India’s textile industry and protect customer data at the same time.

Shein’s return to India could change the fashion market, especially with Reliance’s support. But it is still uncertain how Indian shoppers will feel about it, considering the concerns about Chinese apps and the growing competition from both local and global fashion brands.

Feb. 3, 2025 2:40 p.m. 507

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