Reliance Retail Ventures is poised to introduce the Chinese fast-fashion brand Shein to the Indian market in the upcoming weeks, following the strategic partnership between the two companies that was inked a year ago, according to multiple executives familiar with the developments. Reliance Retail, owned by Mukesh Ambani , will offer Shein's products through its app and offline stores. In the affordable fast-fashion space, Shein, a global leader, will directly compete with Myntra and Tata Group-owned Zudio, according to the executives mentioned earlier.
These brands rely on scale and distribution to achieve higher margins while focusing on affordability. According to an ET report by Ratna Bhushan, this move comes after India banned Shein from selling products on its own app in 2020 as part of a broader crackdown on Chinese apps due to heightened border tensions between the two nations. Reliance Retail is expected to appoint former Meta (Facebook) director Manish Chopra to oversee Shein's operations in India, as reported by two executives directly involved in the developments.
To stay ahead of Western fast fashion trends and quickly bring them to the Indian market, Reliance Retail is establishing boutique studios in selected European cities. The operations will be managed by a company wholly owned by Reliance Retail, and the arrangement does not involve equity investments from Shein. "Shein is expected to be paid a licence fee as a share of profit of the Indian company, and an.
