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.

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:

The Indian government last year revealed that Reliance had entered an agreement with Shein under which Indian manufacturers would supply products under the Shein brand. It did not

Shein's re-entry to the Indian market comes with strict terms, which include saving all data within the country.

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

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

Ultra fast-fashion giant Shein has made its return to India's consumer market after a five-year hiatus thanks to a strategic collaboration with Reliance Retail.

Shein, now based in Singapore, is offering affordable fast fashion in India. Two years ago, Reliance Retail Ventures Ltd partnered with Shein to sell its products in the country. In a written response to the Lok Sabha last month,

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.