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Shein returns to India with Reliance after 2020 ban

Shein returns to India with Reliance after 2020 ban

Reliance Retail launched an app to sell fashionwear in India from China's Shein, under a license deal. This comes almost five years after Shein's App was banned in India following a diplomatic dispute.

Reliance is owned by Mukesh Ambani. A person who has direct knowledge of Reliance’s launch plans said that the app was launched on Saturday morning. The launch was not announced by the firm.

Shein nor its parent company Reliance Industries did not respond to any requests for comments made outside of normal business hours.

Shein India Fast Fashion is a departure from Reliance’s strategy to add brands to its flagship Fashion App Ajio, which includes Superdry and Gap. It competes with competitors such as Myntra on Walmart’s Flipkart.

Shein offers an extensive selection of affordable Western clothing. Shein was founded in China and moved to Singapore in 2012. In 2020, its app was blocked in India along with other Chinese apps like ByteDance’s TikTok because of data security concerns. This followed a border dispute that soured Indo-Chinese relationships.

The Indian government revealed to the parliament last year that Reliance and Shein had signed an agreement under which Indian manufacturers will supply products under Shein's brand. The government did not disclose any further details.

The message that appeared when you opened the app said, "The original fashion is back." It said that deliveries will be initially limited to New Delhi and Mumbai, and then expanded across the country.

Dresses as low as 400 rupees (4 dollars) are available.

Reliance is going to pay Shein a license fee for the use of its brand name. This was confirmed by a person who has direct knowledge. The person who spoke on behalf of the partner said that there is no equity in the partnership. They did not elaborate on the financial arrangements.

A second person who has direct knowledge of this matter confirmed that all Shein-branded goods sold via the app were designed and manufactured in India. The person did not give a specific timeframe for when the clothing would be available on Ajio.

Shein plans to list in London during the first half year. Reports say that it ended its attempts to list in the U.S. after lawmakers objected to China's requirement that businesses seek approval before listing abroad. Reporting by Dhwani Paandya, Editing by Aditya K. Kalra, and Christopher Cushing

(source: Reuters)