Through a collaboration with Reliance Retail, Chinese fast-fashion retailer Shein is returning to India following a four-and-a-half-year ban. On June 29, 2020, the Ministry of Electronics and Information Technology (MeitY) prohibited the Shein app and 200 other Chinese applications. Ajio.
com, Reliance's fashion website, will host a backend test launch as part of the initial re-entry, with an emphasis on casual westernwear and other items. Although there is currently no set launch date, the distribution may gradually spread to other Reliance platforms. This move puts Shein, which is now headquartered in Singapore, in a position to compete in the market for reasonably priced quick fashion with well-known companies like Flipkart's Myntra and Tata's Zudio.
To make this return possible, Reliance Retail Ventures Ltd. and Shein formally partnered last year. According to Similarweb statistics, Shein apparently surpassed all other fashion and clothing websites in terms of traffic in September 2024.
Shein surpassed other well-known brands like Nike, H&M, and Zara, which came in second and fourth place, respectively, with a global online traffic share of 2.68% for the third quarter of 2024. Shein's user base has grown significantly as well.
According to Earnest data, the number of people conducting transactions on the Shein website increased by about 40% in August compared to January, making it the worldwide platform with the quickest rate of growth. TikTok came in second. Reliance Reta.