Shein Re-enters Indian Markets with Fast Fashion in Focus

Mukesh Ambani and his daughter, Isha Ambani, are leading the test launch of Shein's casual women's western wear on the Ajio platform via Reliance Retail. The Chinese fast-fashion brand has returned to the Indian market after nearly four and a half years of restriction. Shein has started testing and classifying its collection on Ajio. The rollout may eventually expand to additional platforms, but no firm timeframe for the full-scale debut has been established, according to reports.

Shein, currently located in Singapore, will compete directly with Tata Group's Zudio and Flipkart's Myntra in the inexpensive fast-fashion category. The brand's re-entry follows a deal formed last year with Reliance Retail Ventures Ltd to market its product line to Indian consumers.

Shein's Indian operations ceased in June 2020 when the government blocked the app due to escalating tensions over the India-China border issue. The restriction was part of the Ministry of Electronics and Information Technology's (MeitY) broader move against more than 50 Chinese apps.

Commerce and Industry Minister Piyush Goyal recently announced in a written response to the Lok Sabha that Shein's activities would be housed on an indigenous retail platform with all infrastructure based in India. He stated that Shein would not have access to or control over the platform's data. The Ministry of Textiles, in cooperation with MeitY and the Ministry of Home Affairs, had 'no opposition' to Reliance Retail's request.