China's fast-fashion giant Shein makes a comeback in India as Reliance launches fast-fashion app

Reliance Retail has quietly launched an app in India to sell Shein’s trendy, budget-friendly apparel, marking the Chinese fast-fashion giant’s comeback nearly five years after its ban.

The new Shein India Fast Fashion app went live Saturday, reported Reuters, although Reliance is yet to make a formal announcement on the matter.

The launch signals a shift from Reliance’s strategy of integrating global brands like Superdry and Gap into its flagship Ajio platform as it intensifies competition with Walmart-owned Myntra.

Shein, originally founded in China before relocating its headquarters to Singapore, was among the dozens of Chinese apps, including TikTok, banned by India in 2020 over data security concerns amid a border dispute with Beijing. Last year, the Indian government disclosed in parliament that Reliance had secured a licensing deal with Shein, under which Indian manufacturers would produce clothing for the brand.

"The fashion OG is back," a message on the new app reads. Initially, deliveries will be restricted to major cities like New Delhi and Mumbai before expanding nationwide. The app features dresses priced as low as Rs 350.

As reported by Reuters, under the agreement, Reliance will pay a licensing fee to use Shein’s brand name, but the deal does not involve equity investment. Reuters also said that all Shein-branded products sold via the app are designed and manufactured in India. Eventually, the clothing will also be available on Ajio, though no timeline has been provided.

The launch comes as Shein prepares for a potential London listing in the first half of the year, after scrapping its U.S. IPO bid due to political pushback over China’s regulatory influence on overseas listings.