Shein Returns to India: Reliance Brings Back the Fast Fashion Powerhouse , by billionaire Mukesh Ambani

The Fashion OG is Back: Reliance and Shein Join Forces to Revolutionize India’s Fast Fashion Scene

In a bold move that signals a shift in India’s fast fashion landscape, Reliance Industries, owned by billionaire Mukesh Ambani, has quietly launched the Shein India Fast Fashion app. This collaboration marks a significant departure from Reliance’s traditional strategy of integrating brands into its flagship fashion platform, Ajio, which already hosts global names like Superdry and Gap. The launch comes as Reliance continues to compete with rivals such as Walmart-owned Flipkart’s Myntra. 

A Strategic Partnership with Global Implications  

Shein, founded in China in 2012 and now headquartered in Singapore, is known for its vast selection of affordable Western-style clothing. The brand faced a setback in India in 2020 when its app, along with other Chinese apps like TikTok, was banned due to data security concerns amid escalating tensions between India and China.  

However, the partnership with Reliance marks Shein’s triumphant return to the Indian market. According to a government disclosure last year, Reliance entered into an agreement with Shein to source products from Indian manufacturers under the Shein brand. This move not only revives Shein’s presence in India but also aligns with the Indian government’s push for local manufacturing under initiatives like Make in India.  

What’s New on the Shein India App?  

The app’s launch was unannounced, but its arrival is already making waves. Upon opening the app, users are greeted with the message: “The fashion OG (original) is back.” Initially, deliveries will be limited to major cities like New Delhi and Mumbai, with plans to expand nationwide soon.  

Shoppers can expect a wide range of trendy, budget-friendly options, including dresses priced as low as ₹350 ($4). This pricing strategy positions Shein as a strong contender in India’s price-sensitive market, where affordability and style are key drivers of consumer behavior.  

A Win-Win Collaboration  

The partnership between Reliance and Shein is structured around a licensing agreement, with Reliance paying a fee to use the Shein brand name. Notably, there is no equity investment involved, and all Shein-branded products sold through the app are designed and manufactured in India. This not only supports local industries but also ensures that the products cater to Indian tastes and preferences.  

In the near future, Shein’s offerings will also be available on Reliance’s Ajio platform, further expanding its reach. While the exact timeline for this integration remains unclear, the move underscores Reliance’s commitment to consolidating its position as a leader in India’s fashion e-commerce space.  

Shein’s Global Ambitions  

This collaboration comes at a pivotal time for Shein, which is reportedly aiming to list on the London Stock Exchange in the first half of this year. The company had previously abandoned plans for a U.S. listing following objections from lawmakers concerned about China’s regulatory requirements for overseas listings.  

By partnering with Reliance, Shein not only re-enters one of the world’s fastest-growing markets but also strengthens its global footprint. For Reliance, this partnership is a strategic step toward diversifying its fashion portfolio and capturing a larger share of India’s burgeoning online retail market.  

The Future of Fast Fashion in India  

The launch of the Shein India app is more than just a comeback—it’s a game-changer. By combining Shein’s expertise in fast fashion with Reliance’s extensive retail network and local manufacturing capabilities, the partnership is poised to redefine how Indians shop for affordable, trendy clothing.  

As the app rolls out across the country, it will be interesting to see how competitors like Myntra and Amazon Fashion respond. One thing is certain: the fashion OG is back, and it’s here to stay.  

Stay tuned for more updates as this exciting collaboration unfolds!  

What are your thoughts on Reliance and Shein’s partnership? Do you think this will disrupt India’s fast fashion market? Share your opinions in the comments below!