Shein to return to India in partnership with Reliance Retail

(Source: Reuters/Chen Lin)

Reliance Retail will partner with Chinese fast fashion retailer Shein to reestablish the brand’s presence in India after a two-year hiatus. 

The Chinese company was banned in India in June 2020 as part of the government’s strategy to prohibit hundreds of Chinese apps as tensions between the two nations rose following incidents near the Ladakh border.

The Ministry of Electronics and Information Technology agreed to ban various Chinese-originating applications, citing privacy and data concerns. Other apps impacted included TikTok, UC Browser, ShareIt, and Clash of Kings.

Shein, founded in 2008 by Chris Xu, has earned worldwide attention for its inexpensive and contemporary fashion items, and Indian consumers are no exception. 

According to Wall Street Journal, the collaboration enables Mukesh Ambani’s Reliance Retail to benefit from Shein’s brand recognition, technology, and supply chain, while Shein can reach India’s rapidly-growing population of younger generations. 

Recently, Shein announced its plan to open 30 stores this year in the UK as part of its strategy to expand into physical presence. The brand also launched its global integrated marketplace earlier this month.

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