Published 09:55 IST, February 3rd 2025
Mukesh Ambani's Reliance Gets This Fashion Brand Back In India
Reliance Retail, led by Mukesh Ambani, reintroduces Shein to India through a dedicated app, marking its return since the 2020 ban.

Reliance Retail, headed by billionaire Mukesh Ambani , has brought back Chinese fashion giant Shein to India with the launch of the Shein India Fast Fashion app. This move marks Shein's return after its app was banned in 2020 amidst data security concerns amid Indo-Chinese tensions.
Reliance's Strategic Move
The app's launch represents a departure from Reliance's usual strategy of consolidating brands under its flagship fashion platform Ajio, which includes popular names like Superdry and Gap. As per the report by Reuters, according to sources familiar with the matter, Reliance will operate Shein's app under a licensing agreement, paying a fee for using the brand name without any equity investment in the partnership.
Shein's Comeback After Ban
"All Shein-branded products sold through the app are designed and made in India," mentioned a source in the report by Reuters, highlighting the localization strategy aimed at tapping into the fast fashion segment with products priced affordably starting at 350 rupees ($4). Initially, deliveries will be limited to major cities like New Delhi and Mumbai but are expected to expand nationwide soon.
The reintroduction of Shein comes after last year's disclosure by the Indian government that Reliance had entered into an agreement with Shein, involving Indian manufacturers supplying products under the Shein brand. While specific financial details remain undisclosed, the move underscores Reliance's bid to diversify its fashion portfolio
amidst stiff competition from rivals like Myntra, owned by Walmart's Flipkart.
Expansion Plans
Looking ahead, Shein's products are slated to integrate into Reliance's Ajio platform, although the timeline for this integration has not been specified. Meanwhile, Shein itself aims to list on the London Stock Exchange in the first half of the year, pivoting from its earlier failed attempt to list in the U.S. due to regulatory objections.
"The fashion OG (original) is back," proclaimed the app upon launch, reflecting Shein's reentry into the Indian market under Reliance's strategic wing, aiming to carve out a significant share in the fast-evolving fashion e-commerce landscape.
Updated 11:32 IST, February 3rd 2025