Shein app returns to India via Reliance deal
techcrunch.com
Chinese fast-fashion retailer Shein has relaunched in India through a partnership with Reliance Retail, nearly five years after it was banned amid diplomatic tensions between New Delhi and Beijing.The new Shein India Fast Fashion app, developed and launched by billionaire Mukesh Ambanis Reliance Retail, marks the firms significant return to one of Asias largest retail markets. The apps revival comes under stringent conditions that give Reliance complete control over operations and data.Under the partnership structure disclosed recently by Indias commerce ministry Shein will operate purely as a technology partner, with Reliance maintaining full ownership of the platform through its subsidiary. The arrangement requires all customer data to be stored in India, with Shein having no access rights.Shein is initially offering delivery in select cities including New Delhi, Bengaluru and Mumbai and plans to expand it to across India soon, according to the app description. Products include dresses priced from 350 rupees ($4), with all items designed and manufactured in India by local manufacturers. The OG is back, Shein greets on its India app.The deal represents a rare exception to Indias ban on Chinese apps, which has affected over 300 platforms since 2020. To secure approval, Shein agreed to unprecedented oversight measures, including regular security audits by government-approved cybersecurity firms.Commerce Minister Piyush Goyal said recently that the approval process involved extensive vetting by multiple ministries, including IT and Home Affairs. The arrangement aims to boost Indias textile manufacturing sector while maintaining strict data sovereignty.For Reliance, the partnership marks a departure from its traditional strategy of incorporating brands such as Japans Muji into its flagship Ajio fashion app.
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