After a four-and-a-half-year ban, the Chinese fast-fashion behemoth Shein is making a comeback to India in collaboration with Reliance Retail. Using Reliance’s Ajio platform, the relaunch will first concentrate on casual western clothing and other products in an effort to compete with well-known companies like Myntra and Zudio.
After a four-and-a-half-year ban, Chinese fast-fashion retailer Shein is making a comeback to India through a partnership with Reliance Retail. The Shein app and 200 other Chinese apps were banned by the Ministry of Electronics and Information Technology (MeitY) on June 29, 2020.The first re-entry will include a backend test launch on Reliance’s fashion website, Ajio.com, with a focus on casual westernwear and other products. The distribution may progressively expand to additional Reliance platforms, even if there isn’t a specific launch date yet.
Shein, which now has its headquarters in Singapore, will be able to compete with well-known brands like Tata’s Zudio and Flipkart’s Myntra in the market for affordable fast fashion thanks to this move. Shein and Reliance Retail Ventures Ltd. officially cooperated last year to enable this comeback.
Shein is world’s most visited fashion website
Shein appears to have outperformed all other fashion and apparel websites in terms of traffic in September 2024, based on Similarweb statistics. Shein’s worldwide internet traffic share for the third quarter of 2024 was 2.68%, surpassing that of other well-known brands like Nike, H&M, and Zara, which came in second and fourth place, respectively.
The number of Shein users has also increased dramatically. According to Earnest data, the number of people conducting transactions on the Shein website increased by about 40% in August compared to January, making it the worldwide platform with the quickest rate of growth. Second place went to TikTok.
Shein to re-enter in India
As part of their re-entry strategy, Reliance Retail Ventures Ltd. and Roadget Business Pte Ltd. have partnered together to develop a regional e-commerce platform. This platform’s objective is to establish a network of Indian manufacturers and suppliers that would produce and sell products under the Shein brand.
According to Commerce Minister Piyush Goyal, Shein’s Indian retail platform will be hosted on local infrastructure, ensuring data security and preventing Shein from accessing or controlling it. Following consultation with other relevant ministers, the Ministry of Textiles has also approved Reliance Retail’s proposal.ries.
