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Shein and Reliance plan to export Indian-made clothing abroad within one year, according to sources

Two people familiar with the situation said that fashion retailer Shein, along with partner Reliance Retail, plan to expand their Indian suppliers and begin overseas sales of India made Shein branded clothing within six to twelve months.

The China-founded, Singapore-headquartered e-commerce firm has been discussing plans with the Indian retailer since before the U.S. imposed tariffs on Chinese imports that intensified the need to diversify sourcing, the people said. They said the goal is to increase Indian suppliers from 150 to 1,000 within a single year.

Shein issued a statement in which it said that its trademark was licensed for use in India. Reliance didn't respond to any questions.

Shein offers low-cost apparel, such as $10 jeans and $5 dresses, shipped directly from suppliers in China to around 150 countries. Shein's largest market is the U.S., where it is adapting to tariffs on low value e-commerce packages imported from China that were previously duty-free.

The retailer launched its app in India in 2018, but it was banned by the government in 2020, as part of a campaign against China-linked companies amid tensions with its neighbour to the northeast.

In February, it returned under a license deal with Reliance Industries' unit that launched SheinIndia.in to sell Shein-branded clothing produced in local factories. Shein's websites, on the other hand, mainly feature products from China.

The two sources, who declined to be named due to concerns about confidentiality, stated that Reliance, owned by Asia's wealthiest person, Mukesh Amanani, has signed contracts with 150 garment makers and is currently in discussions with 400 others.

People said that the goal was to have 1,000 Indian factories producing Shein-branded clothing within a single year, both for the Indian market as well as to service Shein's websites around the world.

One person said that Shein originally wanted to list India-made clothing on its U.S. websites and British sites. The person stated that discussions have been ongoing for several months, and that the launch date of six to twelve months may change depending on the number of suppliers.

This is the first time that we have reported on the scale of expansion and export timelines.

Shein announced in a press release that Reliance has licensed the use of its brand in India. Reliance is "responsible for manufacturing, supply chains, sales, and operations on the Indian market."

In December, Minister Piyush Goyal of Commerce and Industry told the parliament that Shein and Reliance aimed to establish a network of Indian clothing suppliers for Shein brand clothes sold "domestically and internationally".

On-Demand Manufacturing

Shein, a behemoth in fast fashion, generates annual revenues of more than $30 billion thanks to aggressive marketing and low prices. The majority of Shein's products come from China, with some being made in Turkey and Brazil.

Walmart, as well as other companies in the fashion and retail industry around the world are interested in India due to the Sino/U.S. Trade War.

Sensor Tower, a market intelligence company, reported that the Shein India App has been downloaded over 2.7 million times in Apple and Google Play Stores, with a growth of 120% per month.

In its first four-month period, the company has offered 12,000 different designs. This is a small fraction of its 600,000 items on its U.S. website. The cheapest item in the women's dress category is 349 Indian Rupees ($4), compared to $3.39 at the U.S. website as of June 9,

The two people stated that Shein's Indian Partner Reliance operates the app and is working with suppliers in order to determine whether they can duplicate Shein’s global bestsellers at a lower cost.

Reliance wants to mimic Shein's model of on-demand manufacturing, and will ask suppliers to produce as little as 100 pieces for each design before increasing production.

Manish Aziz is the assistant vice president Shein India for Reliance Retail. In a LinkedIn posting, he described Shein as having "truly incredible" scale and speed.

Reliance has dozens of partnerships with fashion brands such as Brooks Brothers and Marks and Spencer. The company also operates the e-commerce website Ajio, and its retail network is in competition with Amazon's Flipkart and Walmart's Flipkart. It also competes against value retailers like Tata Zudio.

Reliance will work with new suppliers and import machinery to source fabric, especially synthetic fabrics where India lacks expertise. They said that the firm would invest in suppliers to help them grow, which will in turn help Shein-Reliance go global. Reporting by Dhwani Paandya from Mumbai and Helen Reid from London; editing by Aditya K. Kalra and Christopher Cushing

(source: Reuters)