After a five-year absence, Chinese fast-fashion giant Shein has re-entered the Indian market through a strategic alliance with Reliance Retail. The newly launched Shein India Fast Fashion app offers budget-friendly apparel starting at ₹199, with delivery services currently available in Delhi NCR, Bengaluru, Mumbai, Navi Mumbai, and Thane, alongside plans for nationwide expansion.

As part of the agreement, Reliance Retail holds full operational control, ensuring that all customer data remains within India, while Shein operates solely as a technology partner. This relaunch aligns with the Indian government’s emphasis on local manufacturing, with all products under Shein India designed and produced domestically, providing a significant boost to the country’s textile sector.

Shein’s return follows its 2020 ban over data security concerns. However, the partnership has received government approval, supported by strict regulations, including regular cybersecurity audits.

The move is set to intensify competition in India’s budget fashion segment, challenging established players like Flipkart, Amazon, and local brands. As the e-commerce landscape evolves, Reliance Retail aims to strengthen its foothold in the rapidly growing online fashion market.

This partnership goes beyond a mere business deal; it represents a strategic effort to transform the supply chain for Indian Micro, Small, and Medium Enterprises (MSMEs). Spearheaded by Isha Ambani and Mukesh Ambani, the initiative complies with Indian laws and regulations, particularly addressing the data privacy issues that contributed to Shein’s 2020 ban. As part of the new structure, all user data will be stored on Indian servers, and Shein’s parent company in China will not have access to it.