Amidst diplomatic tensions in New Delhi and Beijing, nearly five years after the scene was banned, Chinese first fashion platform Shane has rebooted in India through a partnership with the local conglomerate Reliance retail chain.
The new Shein India Fast Fashion app, developed and launched by billionaire Mukesh Ambani’s Reliance Retail, will be one of the company’s largest retail markets in Asia ahead of the planned public list of Chinese companies later this year. It shows a big comeback.
App revivals are under strict conditions where Reliance has complete control over its operations and data. Under the partnership structure recently disclosed by the Indian Ministry of Commerce, Shane operates purely as a technology partner, and Reliance maintains full ownership of the platform through its subsidiary. This arrangement requires that all customer data be stored in India and Shein has no access.
For trust, the partnership shows a departure from traditional strategies to incorporate Japanese brands such as Muji into flagship fashion apps. Shein’s addition to Leriance’s Indian portfolio stands to give local conglomerates a stronger chance to infiltrate e-commerce.
Reliance operates the nation’s largest retail chain and the top telecom operators in the country, but is struggling to combat the rise in Flipkart, Amazon, Meesho and the rapid commercial company in online sales. Flipkart, who leads the Indian e-commerce market, has an even stronger hold in fashion e-commerce. Myntra, owned by Flipkart, recently began delivering several orders within 30 minutes.
Shein initially offers delivery in some cities, including New Delhi, Bengaluru and Mumbai, and according to the app’s description, it is expected to expand “quickly” across India. The company does not charge delivery fees for orders. The product includes dresses priced at Rs 199 ($2.30) and all items are designed and manufactured in India by local manufacturers.
The deal represents a rare exception to the ban on apps in China, which has affected more than 300 platforms since 2020. To ensure approval, Sheen agreed to unprecedented surveillance measures, including regular security audits by government-approved cybersecurity companies.
The Minister of Piyush Goyal recently said the approval process will involve extensive review by multiple ministries, including IT and internal affairs. He said the arrangement aims to boost India’s textile manufacturing sector while maintaining strict data sovereignty.