Shein Makes a Comeback in India with Reliance Retail Partnership
Shein, the Chinese fast-fashion brand, is making its way back to India after a nearly five-year absence following a ban. This re-entry is facilitated through a collaboration with Reliance Retail. The Shein app is now accessible on both the Google Play Store and Apple’s App Store.
Operational Changes and Data Security
In contrast to its previous operational approach, Shein will not manage its operations independently in India. Reliance Retail will take full charge of the Shein India Fast Fashion app, overseeing everything from daily activities to customer information management. Shein’s role will be limited to that of a technology partner, providing the necessary app and backend systems without any ownership or direct management in sales activities.
A crucial aspect of this partnership stipulates that all customer data must reside in India, and Shein will have no access to it. This framework has been established to alleviate security concerns that were significantly influential in the brand’s prior ban.
Expansion Plans and Local Production
Currently, Shein is facilitating deliveries in key cities such as New Delhi, Bengaluru, and Mumbai, with intentions to broaden its service across the country shortly. Additionally, the company is making shopping more appealing by eliminating delivery charges. The product range includes dresses starting from ₹199, which will be designed and crafted in India by local suppliers. This move is in line with the Indian government’s initiative to enhance domestic textile manufacturing.
Government Scrutiny and Compliance
The Indian government granted approval for this deal only after extensive security evaluations by various ministries, including Information Technology and Home Affairs. Shein will also be subject to regular cybersecurity audits by firms sanctioned by the government to ensure adherence to security regulations.
Since 2020, India has prohibited more than 300 Chinese applications due to security worries and rising tensions between the nations. Previously, in 2019, Indian authorities had confiscated multiple Shein shipments for attempting to import substantial quantities from China while under-reporting their value. These actions by the government had an immediate effect, causing Shein to partially cease operations in July 2019.