After a five-year gap, Shein, the largest Chinese fast-fashion brand, is back in India but with a new approach. Shein India has taken a giant leap by launching its fully localized website and application in association with Reliance Retail Ventures. The Shein India app and website are live in recent weeks and are solely owned by Reliance Retail.
Reliance Retail Strategic Collaboration
This is a strategic collaboration which goes beyond any ordinary business collaboration. It will be an exercise to transform the supply chain of Indian MSMEs. Through Isha and Mukesh Ambani, compliance with Indian law and regulations, the data privacy issues that forced Shein’s 2020 ban are going to be eradicated. All user data shall be stored in Indian servers without access to its parent company in China.
Made-in-India Fashion
Shein India, a wholly owned subsidiary of Reliance’s Nextgen Fashion, will only sell products produced at local Indian factories and MSMEs. This change will help the country advance its aim to promote competitive, made-in-India goods. Harnessed through India’s textile industry strength, Shein will encourage local production while catapulting new export opportunities for Indian manufacturers.
The partnership positions India as an important player in Shein’s global operations. Notwithstanding the fact that the platform caters mainly to Indian shoppers, there are plans to have India emerge as a critical supplier in the international markets of Shein. It is expected that this will hike the competitiveness of garment manufacturers in India and more new jobs will be created in the textile industry.
Transforming India’s Fashion Scene
Developed by Reliance, the Shein India app offers a wide range of trendy apparel and accessories, all locally produced. This will give the Indian fashion manufacturers a platform to promote their creativity and quality in India as well as globally.
Shein coming back to India with Reliance starts a new generation in Indian fashion. This partnership provides new opportunities for local manufacturers to increase the global reach and gives affordable fashionable options to consumers to boost growth, innovation, and employment in the Indian textile sector.
