Reliance Retail Ventures is set to shake up the Indian fast-fashion industry with the introduction of the popular Chinese brand Shein. This exciting development comes after a strategic partnership between the two companies was established a year ago. Owned by the visionary Mukesh Ambani, Reliance Retail will bring Shein’s trendy products to Indian consumers both through its app and offline stores.
In a market dominated by affordability, Shein will directly compete with established players like Myntra and Zudio, both known for their scale and distribution strategies. The move to bring Shein to India comes after the brand was banned from selling products on its own app in 2020 as part of the crackdown on Chinese apps in the wake of border tensions.
To oversee Shein’s operations in India, former Meta (Facebook) director Manish Chopra is expected to join Reliance Retail. Additionally, Reliance Retail is setting up boutique studios in select European cities to stay ahead of Western fast fashion trends and bring them swiftly to the Indian market.
With a global presence in over 150 countries and a massive social media following, Shein aims to reduce its dependence on China by partnering with Reliance. The collaboration will facilitate Shein’s sourcing from India and boost exports of textiles and garments from the country, creating a parallel global supply chain.
Despite its profitability and impressive gross merchandise value, Shein is currently awaiting regulatory approval for a listing in New York or London. The collaboration with Reliance Retail underscores the potential for growth in the Indian fast fashion market, projected to surpass $50 billion by FY31.
Stay tuned for more updates on how Reliance Retail’s partnership with Shein will revolutionize the fast-fashion landscape in India.
