Reliance Retail has launched an app in India to sell fashionwear from China's Shein under a licensing deal, almost five years since Shein's app was banned in the country after getting caught up in a diplomatic tussle.

The new venture marks a strategic shift for Reliance Retail, which had previously incorporated various brands into its flagship fashion platform, Ajio. The Shein app offers consum

Chinese fast-fashion platform Shein has relaunched in India through a partnership with local conglomerate Reliance's retail chain, nearly five years after

The app is available on Android and iOS, initially catering to customers in New Delhi, Mumbai, and Bengaluru, with a nationwide rollout planned soon.

Reliance’s intention to establish a niche in the ultra-fast fashion market, competing with sites such as Myntra, H&M, and Zara, is demonstrated by the release of a Shein India app. The following are important components of the competitive strategy:

Chinese online fast fashion brand Shein has re-entered the India market almost five years since its ban through the country's leading retailer Reliance Retail.

Chinese fast fashion giant Shein has re-entered India's market by partnering with Reliance Retail. The brand, now Singapore-based, offers affordable fashion products via its app, which sees strong uptake in India.

Shein, a brand known for its vast selection of low-cost Western fashion, was among several Chinese apps banned in India in 2020 due to data security concerns following a border dispute between the two

Reliance Retail revives the Shein app in India, promising a fresh shopping experience for fashion enthusiasts.

Shein, the fast fashion brand, has resumed its operations in India, in collaboration with Reliance Industries (NSE:RELI) Ltd., led by Mukesh Ambani. The move comes after the brand was banned in the country in 2020 due to security concerns.