Reliance Retail has quietly launched an app to reintroduce Shein to the Indian market. Nearly five years after its initial ban, the Chinese-founded brand is coming back under a licensing agreement with Reliance, owned by billionaire Mukesh Ambani.
Unlike its usual high-profile announcements, Reliance opted for a low-key Shein India Fast Fashion app rollout. The app went live on Saturday morning, allowing Indian consumers to access Shein’s trendy and affordable fashion collection once again. However, neither Reliance nor Shein has officially commented on the launch.
This strategic re-entry marks a shift in Reliance’s approach to brand collaborations. While the retail giant typically integrates brands into its flagship platform, Ajio – home to international names like Superdry and Gap has introduced Shein as a standalone app.
Founded in China in 2012 and later headquartered in Singapore, Shein gained immense popularity in India for its ultra-affordable Western fashion. However, the brand was one of several Chinese apps, including TikTok, banned by the Indian government in 2020 due to data security concerns amid escalating tensions between the two nations.
Last year, India’s government revealed that Reliance had agreed with Shein, under which Indian manufacturers would produce Shein-branded fashionwear for the domestic market. This ensures that all Shein products in India are designed and made locally.
Currently, Shein orders are being fulfilled only in select cities, including New Delhi and Mumbai, with a nationwide rollout planned soon. The app’s opening message welcomes users with “The fashion OG is back,” emphasizing Shein’s strong recall among Indian consumers.
With dresses priced as low as ₹350 ($4), Shein is once again positioning itself as an affordable and stylish option for Indian shoppers. Eventually, these products will also be available on Ajio, though a specific timeline has not been disclosed.
Unlike a traditional joint venture, Reliance’s deal with Shein does not involve an equity stake. Instead, Reliance pays a licensing fee for the use of Shein’s brand name. The financial details remain undisclosed, but the arrangement ensures that Shein benefits from Reliance’s vast retail infrastructure while Reliance gains access to Shein’s brand equity and loyal customer base.