Shein Returns To India With Reliance Retail Partnership

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Background

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Shein's Global Success

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Market Impact

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Reliance Partnership

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Market Strategy

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Industry Response

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How Shein-Reliance Nexus Will Shake Up India’s Online Fashion Market

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Shein Returns To India With Reliance Retail Partnership

Background

In 2020, the Indian government banned Chinese apps, including Shein and TikTok, due to security concerns.

Shein's Global Success

Despite the ban, Shein became the world's largest online-only fashion company in 2022, valued at $10 billion.

Market Impact

In India, Shein's absence left a gap in the fast fashion market, which new and existing brands have tried to fill.

Reliance Partnership

Shein is re-entering India through a partnership with Reliance Retail, ensuring all data and operations are managed locally.

Market Strategy

Reliance’s app Ajio will be the exclusive storefront for Shein, competing with Myntra, Nykaa Fashion, and others.

Industry Response

Shein’s return is seen as a major disruption, with its data-driven approach and affordability challenging existing D2C brands.

How Shein-Reliance Nexus Will Shake Up India’s Online Fashion Market