Reliance Retail has quietly initiated a test run for the return of Shein in India, collaborating with its fashion platform, Ajio.
Four Years After Getting Banned, Shein Makes a Big Comeback
This move comes over four years after the Indian government imposed a ban on the Chinese fast fashion brand. Shein has started uploading its casual women’s western wear collection on Ajio, with plans to gradually expand to other platforms, according to a source familiar with the development. However, there are no fixed dates yet for a full-scale launch.
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Shein Looking to Challenge Established Players
Now based in Singapore, Shein is aiming to challenge established players in India’s affordable fashion market, including Tata Group’s Zudio and Flipkart-owned Myntra. Last year, Reliance Retail Ventures entered into a partnership with Shein to offer the brand’s fast fashion products through its Indian platforms.
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Shein, along with several other Chinese apps, was banned in June 2020 by the Indian government amid rising tensions between India and China.
