According to a report by The Economic Times (ET), India’s Reliance Retail Ventures is set to introduce the Chinese fast-fashion brand Shein in the country in the upcoming weeks, following the partnership’s agreement more than a year ago. Through this strategic alliance, Shein’s products will be available both online and in-person at Reliance Retail locations.
What Happend to Shein?
Amid growing tensions along the border, Shein, a well-known fast-fashion brand started in 2008 by Chris Xu, was prohibited in India in 2020 as part of a larger campaign against Chinese apps. With this upcoming launch, the fashion brand—which is partnered with Reliance Retail, controlled by Mukesh Ambani—will make its market debut in India after a four-year hiatus.
Reliance-Shein Partnership
Shein’s items will be offered in Reliance Retail’s physical stores and on their app. Reliance is expected to appoint Manish Chopra, a former Meta (Facebook) director, to lead Shein’s operations in India. Reliance Retail is also establishing boutique studios in a few European locations to stay up to date on Western fast fashion trends. And it quickly bring them to the Indian market.
A corporation fully controlled by Reliance Retail will oversee the activities
The sole revenue that will be used to pay Shein will originate from within India. Crucially, the app and all of the data would be housed and kept in India, guaranteeing that Shein won’t have access to or control over the information.
Shein promising return to Indian fast-fashion market
Shein wants to lessen its reliance on China by increasing its sourcing from India, according to the news article. And Reliance and Shein have a mutually advantageous collaboration. Shein would use India as a supply source for its international operations as part of the licence arrangement. It is increasing India’s exports of textiles and clothing. Shein will also assist Reliance Retail in integrating more than 25,000 micro, small, and medium-sized firms (MSMEs). It will go into a new global supply chain that originates in India by providing technology and experience.
