Reliance brings the Chinese app that made Amazon, Zara and H&M ‘change’ their strategy, to India

Chinese fast-fashion giant Shein has re-entered the Indian market with a dedicated mobile app launched by Reliance Retail, nearly five years after its ban amid diplomatic tensions in 2020.
The Shein India Fast Fashion app, available on both Android and iOS platforms, initially serves major cities including New Delhi, Mumbai, and Bengaluru, with plans for nationwide expansion.Prices start at Rs 199 for dresses, with all products designed and manufactured within India by local manufacturers.
Under the partnership structure, Reliance maintains complete operational control and data sovereignty, with Shein serving solely as a technology partner. The Chinese brand receives a license fee for brand usage, with no equity investment involved. All customer data must be stored in India, with Shein having no access rights.
Commerce Minister Piyush Goyal confirmed that the approval process underwent extensive scrutiny from multiple ministries, including IT and Home Affairs, ensuring compliance with national security concerns.

The re-entry coincides with Shein's growing global dominance, as the company recently became the world's most visited fashion and apparel website, capturing 2.68% of global web traffic in Q3 2024 and outperforming established brands like Nike, H&M, and Zara. Meanwhile, Amazon has launched a new low-cost storefront to tackle Chinese e-commerce platforms, and now is planning to targeting the low-cost fashion segment in the US, one of Shein's biggest market.
The move comes as Shein prepares for a potential London stock market listing in the first half of the year, having abandoned previous U.S. listing plans. The company's rapid expansion has drawn regulatory attention, particularly in Europe, where it now faces stricter oversight under the EU's Digital Services Act due to its large user base of 108 million monthly active users.