Shein Makes a Comeback in India Through Reliance Retail After Five-Year Ban
Global fast-fashion giant Shein has officially re-entered the Indian market with a dedicated mobile app, marking its return nearly five years after its ban in 2020. The relaunch is being led by Reliance Retail, which now fully controls the brand’s operations in India. The Shein India Fast Fashion app is currently available for Android and iOS users in major cities, including New Delhi, Mumbai, and Bengaluru, with plans for a nationwide rollout.
Unlike its previous business model, where Shein imported products, the new venture prioritizes domestic manufacturing. All Shein-branded items will be designed and produced within India by local manufacturers, in line with the government’s “Make in India” initiative. Prices start at Rs 199 for dresses, ensuring affordability for budget-conscious shoppers.
A key aspect of the relaunch is the operational structure. Under the partnership, Reliance Retail retains full control over Shein’s India business, including supply chain management, logistics, and data protection. Shein will only act as a technology partner and receive a licensing fee for brand usage, with no equity investment. To address past concerns over data privacy, all customer data will be stored in India, with Shein having no access rights.
The approval process for Shein’s return underwent rigorous scrutiny by multiple government ministries, including IT and Home Affairs, to ensure compliance with national security requirements. Commerce Minister Piyush Goyal confirmed that stringent regulations were applied before granting clearance.
The relaunch comes at a time when Shein is strengthening its global presence. Recently, it became the world’s most-visited fashion website, surpassing competitors like Nike, H&M, and Zara. Additionally, the company is preparing for a potential stock market listing in London after abandoning its U.S. IPO plans. Meanwhile, Amazon has launched a low-cost fashion segment to counter the rise of Chinese e-commerce platforms.
With its return, Shein is set to compete with major online fashion platforms like Myntra, Ajio, and Tata Cliq. The combination of Shein’s brand appeal and Reliance Retail’s vast network is expected to reshape the online fashion landscape in India. The brand’s success will largely depend on how Indian consumers respond to its new “India-first” manufacturing and pricing strategy.
